Nike's 'Dream Crazier' Ad Highlights the History of Women in Sport
Riley von Niessen — December 18, 2019 — Marketing
References: youtube
Nike's 'Dream Crazier' commercial highlights how women in sport are consistently demeaned, being seen as "dramatic," "irrational," "hysterical," or "crazy" for showing emotion, getting angry, or just being too good.
This has been seen in the media portrayals of top athletes such as Serena Williams and Abby Wambach more recently, and has been a running theme since women first entered the space. Nike considers the impact of this damaging narrative in 'Dream Crazier,' considering how these labels have been attached to women who have dared to succeed, and how if male athletes were to display the same qualities, viewers and media outlets wouldn't bat an eye.
With this, Nike suggests that women in sport shouldn't be discouraged if they're labeled in such a way, and instead, "Show them what crazy can do." Due to its resonating message, the spot was one of the most watched ads across YouTube in 2019.
This has been seen in the media portrayals of top athletes such as Serena Williams and Abby Wambach more recently, and has been a running theme since women first entered the space. Nike considers the impact of this damaging narrative in 'Dream Crazier,' considering how these labels have been attached to women who have dared to succeed, and how if male athletes were to display the same qualities, viewers and media outlets wouldn't bat an eye.
With this, Nike suggests that women in sport shouldn't be discouraged if they're labeled in such a way, and instead, "Show them what crazy can do." Due to its resonating message, the spot was one of the most watched ads across YouTube in 2019.
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