NEWS: Nike challenges female stereotypes

Nike continues to confront sporting stereotypes this week in its biggest UK women’s press campaign, through Simons Palmer Denton Clemmow and Johnson.

Nike continues to confront sporting stereotypes this week in its biggest

UK women’s press campaign, through Simons Palmer Denton Clemmow and

Johnson.



The advertising avoids traditional images of models in leotards and uses

older women to show real characters who have overcome great obstacles to

participate in their chosen sport.



The three ads celebrate three sportswomen who have conquered ignorance

and prejudice to compete at the highest level. One features ‘battling’

Barbara Butterick, 65, who was prevented from boxing in England and

emigrated to the US, where she fought successfully for eight years until

she was 30. She is now president of the Women’s International Boxing

Federation.



Another features Joan Walley, 74, who was Britain’s leading female

footballer for 20 years.



The third stars Audrey Collins, 80, who is the president of the Women’s

Cricket Association.



Mike Perry, the managing director of Simons Palmer, commented: ‘These

older women represent everything Nike stands for. They are uplifting,

and have a passion and verve that empowers other women to get involved.’



Nike’s advertising manager, Claire Dobbie, said: ‘This campaign aims to

reflect a real shift in women’s attitudes away from just aerobics and

towards participation in sport as a whole. As far as we are concerned,

women should just do it.’



The three press ads will appear in a range of women’s titles, including

Vogue, Options and Sugar.



They were written by Phil Cockrell and art directed by Graham Storey,

with photography by Seamus Ryan.



Nike has a history of addressing prejudice in sport, having tackled

racism and HIV infection in previous campaigns.



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