# Sexism-Fighting Tennis Ads Nike's 'Unlimited Greatness' Considers the Success of Serena Williams By Riley von Niessen | Published 2016-09-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/unlimited-greatness References: [adweek](http://www.adweek.com/adfreak/nike-calls-serena-williams-greatest-athlete-ever-striking-us-open-ad-173254) & [youtube](https://www.youtube.com/watch?v=Fw0MmCgxDow) 'Unlimited Greatness' is a commercial that's simple and to the point, with [Nike](https://www.trendhunter.com/trends/why-do-it-ad) using single words to make clear the many ups and downs that the tennis star Serena Williams has faced throughout her career. The ad was made in time to celebrate the 2016 US Open, working to ignite the excitement of viewers before the games get started. By just supplying one word at a time, Nike is able to consider the many battles Serena Williams has had to overcome to reach such a high level of success -- something that coincides with the brand's slogan, which finishes off the ad. Also ending the Unlimited Greatness commercial are the words "[greatest female athlete ever](https://www.trendhunter.com/trends/dove-and-sports-illustrated)," which are later changed to "greatest athlete ever" -- speaking to the response that Serena Williams gave to fight against the subtle sexism that's perpetuated in the media. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 22% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Sexism-fighting Advertising:** Disruptive innovation opportunity: Create advertising campaigns that challenge and combat sexism in society. - **Celebrity Endorsements:** Disruptive innovation opportunity: Explore collaborations with influential celebrities to raise awareness and promote social change. - **Empowering Women in Sports:** Disruptive innovation opportunity: Develop initiatives and products that encourage gender equality and empower women in sports. ### Where This Applies - **Advertising:** Disruptive innovation opportunity: Revolutionize traditional advertising methods by incorporating powerful messages that challenge societal norms. - **Sports Apparel:** Disruptive innovation opportunity: Design inclusive and empowering sportswear that celebrates and supports women athletes. - **Media and Entertainment:** Disruptive innovation opportunity: Produce content that challenges gender stereotypes and promotes equality in sports across various media platforms. ## 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 Women Athlete Campaigns](https://www.trendhunter.com/trends/stay-ready.md) - [Athlete-Honoring Limited Beer Cans](https://www.trendhunter.com/trends/michelob-ultra-1.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Empowered Athlete Campaigns](https://www.trendhunter.com/trends/why-do-it.md) - [Athlete-Centric Bingo Campaigns](https://www.trendhunter.com/trends/share-your-bingo-moment.md) - [Empowering Body-Confidence Sports Ads](https://www.trendhunter.com/trends/doves-2024-super-bowl.md)