“Dream Crazier” Nike and Serena Williams

It’s Sunday morning, the day of the Oscars and the weekend after Zion Williamson’s shoe exploded 30 seconds into one of the biggest college basketball games of the season. As I scrolled through Instagram, I saw Nike’s post with their new commercial. The caption, “Show them what crazy dreams can do.” Serena Williams, arguably one of the greatest athletes ever, does the voice over and speaks to young women around the world.

I mention the Oscars and Zion Williamson because those are two huge events that are happening or happened this random week in February. Nike came under fire on social media following Williamson’s shoe exploded during his game, and suffered consequences, like stocks dropping and the bad social media around them. And the Oscars are one of the biggest events in entertainment of the year. Yet Nike, still bounced back from their set back and challenged the Oscars as one the most talked about things of Sunday, February 24th, 2019. Not to mention Serena Williams being the main voice of the commercial, and then attending and speaking at the 2019 Oscars.

From a PR perspective, there could not have been better timing to the release of Nike’s advertising. Following their tough Wednesday night and leading up to Serena Williams and the Oscars, Nike chose a great time to create hype around their new ad.

Screenshot from: https://justdoit.nike.com/

Onto the topic of the advertisement. Women, and women in sports. The entire advertisement pushes young girls to get out and be the best they can be in what they do, especially sports. And having Serena Williams be the one to talk makes it more powerful. Having come back from a hard pregnancy and continuing to win Grand Slam titles is inspiring. The ad showcased some of sports most influential women. Becky Hammon, the San Antonio Spurs assistant coach, the US Women’s National Soccer Team, Simone Biles,  Ibtihaj Muhammad, and Chloe Kim. Well + Good, another blog, posted more about the advertisement and how it follows and goes with Nike’s 30-year anniversary of “Just Do It.” This follows the Colin Kaepernick ad that sparked good and bad conversation around Nike, and their “Dream Crazy” ad from the fall. Nike has pushed limits with an amazing all-female cast, using badass female athletes that are crazy successful is important for young women around the world to see, especially in a world where there is inequality, not only among men and women but also race. Nike takes it to the next level with having  extremely successful and diverse athletes show their power and success.

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