Wednesday, August 29, 2007

Nike and the female athlete

Nike has just launched a new campaign aimed at selling women empowerment through athletic apparel. As the NYT points out, the campaign, designed after Nike interviewed 175 female athletes across the country, uses prominent athletes discussing their views on sexism and sports. Although provocative at the surface level, this campaign still ultimately relies on tired themes (witness the ad featuring Serena Williams, for instance) that won't move women's sports forward -- but it may sell more $9 Nike rubber bracelets.

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