# Female-Centric Empowering Sports Ads Nike's 'Dream Crazy' Campaign is Proud and Motivational By Kalin Ned | Published 2019-02-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sports-ads References: [hypebeast](https://hypebeast.com/2019/2/nike-dream-crazier-ad-oscars-2019) & [youtube](https://www.youtube.com/watch?time_continue=25&v=whpJ19RJ4JY) [Nike's](https://www.trendhunter.com/trends/why-do-it-ad) latest sports ad sees a variety of [women athletes](https://www.trendhunter.com/trends/coach-x-wnba-campaign) overcoming diversity, as well as physical and mental limitations in a number of competitive settings. Aired at the 91st Academy Awards, the campaign — which was aptly named 'Dream Crazy,' is absolutely inspiring and boundary-pushing. Nike is complacent with the movement of equality here and attempts to diversify the individuals it spotlights in its commercial It seeks to break the stigmatic expectation of women on the court, track, playing field, etc. and liberate female athletes to be uncensored. 'Dream Crazy' spotlights the strong spirit and unparallel dedication that women have which cannot be easily broken. In addition, the [empowering sports ad](https://www.trendhunter.com/trends/why-do-it) gains even more traction as it is narrated by famed tennis player Serena Williams. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 15% | Activity: 54% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Female Empowerment in Sports Ads:** Brands should create empowering and motivational sports ads that highlight female athletes overcoming diversity and breaking stigmatic expectations. - **Diversity in Sports Advertising:** Brands should aim to diversify the individuals they spotlight in their commercials, seeking to break stigmatic expectations of women on the court, track, playing field, etc. and liberate female athletes to be uncensored. - **Celebrity Narration in Sports Ads:** Brands should consider using celebrity narrators, particularly female athletes like Serena Williams, to add credibility and amplify the strength and dedication of female athletes. ### Sectors Adopting This - **Sports Apparel Industry:** Sports apparel brands should embrace the idea of empowering and motivating women through their advertising, highlighting diverse female athletes to attract and inspire more female consumers. - **Sports Media Industry:** Sports media companies should aim to showcase more female athletes in their coverage to break the stigmatic expectations of women in sports, engaging a wider audience and inspiring more girls and women to pursue sports. - **Fitness Industry:** Fitness companies should take the opportunity to showcase the strength and dedication of female athletes, creating a welcoming and inclusive environment for female consumers and inspiring them to push their boundaries. ## Related on Trend Hunter - [Next-Gen Athlete-Starring Ads](https://www.trendhunter.com/trends/why-do-it-ad.md) - [Female-Focused Sports Initiatives](https://www.trendhunter.com/trends/led-basketball-court.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Empowering Body-Confidence Sports Ads](https://www.trendhunter.com/trends/doves-2024-super-bowl.md) - [Empowering Women Athlete Campaigns](https://www.trendhunter.com/trends/stay-ready.md) - [Esteem-Boosting Campaigns](https://www.trendhunter.com/trends/dove-super-bowl.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md)