“Believe in More” | How a Nike campaign crossed three borders
…and destroyed stereotypes in the process.
Even though the world keeps continuously progressing towards gender equality and women’s empowerment, women and girls all around the world still suffer from discrimination, oppression and violence in all aspects of their lives. Evidently, we, collectively, men and women, need to make more effort to fight the barriers gender discrimination has set for women in life, in the workplace and even in sports.
Nike, a brand that is known to tackle societal issues and take a stance, grasped the need of women to overcome their fears and embrace sporting activities in their day to day lives. In February 2017, just in time to celebrate International Women’s Day, three films were launched locally in the Middle East, Russia and Turkey, produced simultaneously under one key global objective — encouraging women to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers. The films aired on broadcast in each local market and are supported by integrated campaigns including print, Out Of Home (OOH), social and digital executions, influencer activity and events.
The choice of these particular markets was not random; in fact the company did a vast amount of research regarding this project. In Russia, Turkey and the Middle East, women face a wide range of sport barriers. Gender discrimination, living up to cultural traditions, societal expectations even environmental factors like the exhausting heat or the harsh winter weather. All of the above can easily make practicing sports seem more of an inconvenience rather than an exciting activity for women in those countries.
After interviewing more than 90 women in these three countries, the marketing team was inspired by their stories and took all the stereotypes and pre-conceptions female athletes face and used them as a foundation for the campaign.
Middle East: “What will they say about you?”
“What will they say about you?” is a question many young Arab females are challenged with when they endeavor to try something unexpected or to push boundaries beyond social norms. These women hope that, instead of judging or disapproving of them, the world will say they’re pioneers, role models and strong voices for their region. The film, directed by Fleur Fortuné, features both professional and everyday athletes from the Arab region, including Parkour trainer Amal Mourad; figure skater Zahra Lari; pop singer Balquees Fathi; fencer Inès Boubakri and boxer Arifa Bseiso.
The campaign also worked as a precursor for the launch of the Nike Pro Hijab. For Muslim and Arab women the Nike Pro Hijab is more than just a product made available to them, it gives them a feeling of respect, recognition and inclusivity.
Russia: “What are Girls Made of?”
“What our girls are made of” is one of the most recognizable and loved songs from the Russian childhood. Still sung by children and parents from an early age, the song’s verses sweetly describe little girls as made of “flowers”, “gossip” and “marmalade” something that mirrors the Russian society’s traditional notions of what it means to be a woman. The ad, directed by David Wilson, showcases the fact that girls are expected to be many things and act in certain ways and often can’t help but feel caught between the old and the new.
In the film, a young girl is shown singing the traditional verses of “What our girls are made of”. However, upon seeing some of Russia’s most accomplished athletes, the girl begins to change the lyrics of the classic song to include a more inspirational message. “Made of bruises; And of punches. Made of bravery; And of clenched fists. Made of independence; And of skills; Of passion and heart; And of dignity. Made of will; That’s harder than flint. Made of strength; And of fire. Made of freedom; From other people’s opinions. Made of accomplishments; And of achievements. This is what our girls are made of.”
Turkey: “This is us”
Shot on a series of cleverly transitioning sets , the 60-second ‘This is us’ film celebrates the stories of elite and everyday athletes from across Turkey to encourage women to push beyond personal barriers and the limitations others may place on them. Set to Beyonce’s “Run the World (Girls)” the film features prominent female figures from Turkey’s emerging sport and fitness scene, including Turkish National Basketball Team star, Işıl Alben; Tennis Player, İpek Soylu; Triathlete, Esra Gökçek; National Kickboxer, Funda Diken Alkayış; Dans Fabrika Dancers, led by Çisil Sıkı; and Actresses Dilan Çiçek Deniz and Elvin Levinler.
All three campaigns were based on hyperlocal strategies rooted in powerful local insights hence why they had a significant impact in their respective markets, starting debates around women in sports. Nike’s message managed to advance self-empowerment through the values of sportsmanship, while crashing gender discrimination and stereotypes helping to pave the way for younger generations to be ambitious, confident and fearless. Or, in the words of one of the athletes that participated in the Russian campaign…
“You need a role model? Fuck it. You can play the role.”
Starketers: Nektaria Ignatiou, Marianna Brousti, Sofia Anastasiou, Martha Tselemegkou, Marianna Kantli
