#dreamcrazier

In line with its ongoing campaign highlighting women, including the recent release of “Dream Crazier“, Nike has created a campaign for the South Korean market calling on women to ‘Choose Phenomenal’. 

The one-minute spot, created by Wieden + Kennedy Tokyo, features Korean female athletes side-by-side with images of celebrities emphasizing that women are empowered by their choices from birth. Though the ad was launched a month back, it’s part of the brand’s global campaign leading up to International Women’s Day this Friday. 

According to Wieden + Kennedy in a statement to Branding in Asia, the spot spotlights women who “have boldly made their own choices. With all of these different choices, they’re able to demonstrate that there isn’t only one path to greatness.”

Client: Nike Agency: Wieden+ Kennedy Tokyo

Nike released a new spot following up on Colin Kaepernick’s ‘Dream Crazier’ ad with a spot this time highlighting discrimination faced by female athletes. While the brand has featured female athletes in previous campaigns, this marks the first time that one spot has an all-female cast. The driving force of the ad is to call attention to the discrimination female athletes face for exhibiting emotion in the heat of competition – which men are most often praised for. 

The minute-and-a-half ad is narrated by Serena Williams and features sports greats ranging from Olympic gymnast Simone Biles to South African track and field star Caster Semenya. The ad also pays tribute to Katherine Switzer, the first woman to run the Boston Marathon at a time when race officials attempted to physically drag her off the course.

Client: NIKE  Agency: W+K Portland