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