Nike launches campaign to promote women's sport

LONDON - Nike aims to provoke debate about the lack of media coverage of women's sport and to encourage young female athletes

Nike launches campaign to promote women's sport

The campaign will run across print ads, nikewomen.com and the Bebo social network site in the UK. It will feature a mix of female elite and everyday athletes, including Paula Radcliffe.

To kick-start the pan-European campaign in the UK, Nike is taking a cover wrap and a range of ads inside Sport Magazine, the free sport title aimed at a men and distributed mainly London.  The 'women's issue' will be distributed on 15 February.

Nike believes more girls and women should realise the importance of sports, and the positive impact it can have on their lives, according to Bridget Elliot, marketing manager for NikeWomen in the UK.

The 'Here I Am' was developed by Wieden + Kennedy, Amsterdam.