Saturday, August 25, 2007: New Nike Campaign Launches to Give Voice to ATHLETES Everywhere
BEAVERTON, Ore., Aug. 24 /PRNewswire-FirstCall/ -- Today, Nike launched its multi-platform campaign, "ATHLETE," featuring world-class athletes Mia Hamm, Gabby Reece, Picabo Street, and Serena Williams, among others,demanding that female athletes everywhere be respected and judged on their athletic abilities.
After speaking with young female athletes across the United States, Nike found they still feel "unequal" when it comes to being respected in sports. "I am an ATHLETE," Mia Hamm defiantly states before streetballer Alvina Carroll closes the spot saying ... "It's not a girl thing. It's not a boy thing. It's a skills thing."
It is a conversation that Nike has elevated in various ways during the past 35 years with campaigns such as "Let Me Play", and yet, we are continually reminded that disrespect and inequality continue to permeate the sports landscape. "Female does not equal less than and women in sport need to be respected for their athletic abilities above and beyond anything else," said Nancy Monsarrat, Nike US Brand Director. "We know that girls are better with sport in their lives and we believe females should be respected
as athletes. The ATHLETE campaign challenges stereotypes and provides a platform for female athletes to air their views" she continued.
Nike's ATHLETE campaign will take a variety of forms including
traditional broadcast television, billboard, print, and a robust digital
destination. No matter what form it takes, the message will be clear.
"Respect me as an athlete."
That is the common takeaway from hundreds of conversations with women and teen girls who participate in sports; that "female athlete" equals "athlete," which is how women and teen girls want to be viewed.
Studies have shown that girls participating in sports have greater self esteem, are less likely to take drugs, and perform better in school, among other positive results. During the past 35 years the number of teen girls participating in sports has increased dramatically from 1-in-27 to 1-in-2 today. Girls now account for 50 percent of all high school athletes, an all-time high. Fittingly, an unprecedented lineup of athletes have given their time to
take part in the Nike ATHLETE campaign in various ways, including:
Tamika Catchings, WNBA, Indiana Fever
Cappie Pondexter, WNBA, Phoenix Mercury
Diana Taurasi, WNBA, Phoenix Mercury
Cherie Nelson, Former Collegiate Basketball All-American
Alvina Carroll, Streetball Player
Jessica Mendoza, USA Olympic Softball
Sarah Reinertsen, Para-Olympic Triathlete
Picabo Street, Olympic Skier
Gabby Reece, Professional Volleyball
Lezleigh Jaworski, Olympic Speedskater
Frances Santin, USA Track & Field
Gretchen Bleiler, Olympic Snowboarder
Mia Hamm, World-Class Soccer Player
Serena Williams, World-Class Tennis Player
COMMUNITY OUTREACH
A community outreach aspect of the ATHLETE campaign is the creation of the Let Me Play for Girls Fund. Nike has committed to an upfront donation of $425,000 ($25,000 in cash and $400,000 in sports footwear, apparel and equipment) to support girls in sport and girls' sports programs. The Let Me Play for Girls Fund will reside on Nikewomen.com and will issues awards tohelp support girls in sport.
Additionally, Nike will begin selling the ATHLETE tee and bracelets at Niketown, http://www.Nike.com, and through participating retailers. Nike will donate $1 from the sale of each tee and bracelet to the fund.
Source: PR Newswire
