Nike gets real

Nike's new women campaign celebrates real women and their relationship with sport and exercise. This is obviously becoming a trend - see Dove - to recognize and celebrate imperfection, but for me this is the first campaign to really feel believable and have a true connection with the brand rather than merely being a PC observation. Also, it's a sign of Nike's move over the last few years from being a brand full of Hollywood glitz and hyperbole, to being a brand that's a little more humble.

Comments

[Alison McColl]

This campaign is so personal, hats off to the planner behind this--I have to imagine a lot of time was spent listening to women explain their relationships with their bodies, because there is so much truth here. These ads are executed with grace and a certain intimacy that is frankly uncommon in advertising today. More than that, the sycopation of the voice, the intimacy of the thoughts running through her mind--it reflects such a deep and true understanding of the female athlete. The relationship between a woman and her body is treated with such authenticity!Brava!

[Melissa]

Sorry guys, I completely disagree. This is just another example of flagrant disregard for representing "real women". Take a look at the bodies portrayed in these ads. I don't believe that any women in America would call the model's legs "Thunder thighs," not to mention that most women would kill to have a butt that looks like that. This is Nike jumping on the bandwagon.

[smiley]

I agree with Melissa. And the execution is just as off the mark as the strategy. The copy is trying too hard to be "sassy" and "edgy;" instead of ringing true, it just falls flat. That border collie metaphor has to be an all-time low. Who talks like that? All in all, it's a far cry from Weiden's glory days.

[rvictor]

People attacking these Nike ads claim that they do not accurately portray real women. But do you think these ads make emotional connections with real active or sporty women? I think they might. An article in AdAge today argues otherwise but I am wary of any cited research that begins with "[m]y sister-in-law..."

I am surprised by the outrage toward Nike as women embrace Dove. Dove is trying to sell anti-cellulite cream. They want these women to change their appearance.

In contrast, the Nike ads tell the story of active women whose bodies do not change (a very common situation). These women are encouraged to continue enjoying their sports regardless of skinned knees and defined shoulders.

Placing the microscope aside, these ads are trying to make emotional connections. Apparently, women have spoken and they connect with Dove.

[Alison McColl]

rvictor: good on you.
YES, it connects with sporty women. The scarred knees? Genius. Every female athlete can relate to some proud disfigurment. The ads exude a feminity AND a toughness that totally resonates with female athletes.

These ads target feamle athletes, and they do the trick. I'm a fan of the Dove stuff, too --but those ads target mainstreamers and so if your argument is that they are "real" (size 14+) women, then maybe you have a point. But Nike is going for active, athletic women...mostly fit, or aspiring to be. And yes, you can be fit and have thunder thighs.

[Pete Gagliardi]

INHO,

The copy is cheese. It seems to be trying too hard. At the same time, the concept of celebrating truth and a high self-esteem for women is an idea that shouldn't be abandoned.

I have no issue with the models used when compared to the dove models. Nike doesn't want to be associated with the sneakers that fat people wear. It's not aspirational nor does it work for self-esteem when talking about athletes.

Showing the hardwork women, moms, ect. perform in order to stay fit and compete, complimented by a show of their high self-esteem would be nice.

Why do women work out in the first place? I think it has to do with self-image. The copy in these two print adds still suggests that these women are affected by the percieved judgments made about their bodies.

High-self esteem would be to acknowledge their bodies but accept them. My butt doesn't get smaller but it gets stronger and I can live with that. I'm never going to be a supermodel but I bet I can kick a supermodel's ass because as my body is big it's friggin strong.

They can do better.

[A athletic woman with thunder thighs and a round butt]

I love the ads. If they don't impact the "average woman" then fine.
These ads aren't targeted to these women who don't appreciate sports and a body that can be feminine and powerful without "thin" added into the equation.
Maybe they should try a sport.
Ads are damned if they do and damned if they don't.
I'm happy i can open a page a see someone with an ass and thighs like mine.
Beautiful.

[A athletic woman with thunder thighs and a round butt]

I love the ads. If they don't impact the "average woman" then fine.
These ads aren't targeted to these women who don't appreciate sports and a body that can be feminine and powerful without "thin" added into the equation.
Maybe they should try a sport.
Ads are damned if they do and damned if they don't.
I'm happy i can open a page a see someone with an ass and thighs like mine.
Beautiful.

[Another athletic woman with thunder thighs AND a round butt!]

I love the "thunder thighs" advertisement! When I saw it, I was proud of my "big" muscular legs. In a world where thin woman get the fame, it made me feel good about myself and proud of my body. I think these adds are for athletes who appreciate sports and working out. Go Nike! And thank you for bringing myself esteem up...I have posted the thunder thighs add in my office:-)

[Marianne Owens]

I LOVE these ads...I am a soccer player and I always joke about my thunder thighs. I understand it is muscle but on a petite person you can get freaked out by the muscle. I really like the fact that Nike is targeting young athletes like myself. It encourages to be happy about my body, rather then to feel negatively about it! KEEP UP THE WORK!

[Yet another athletic woman with thunder thighs and a round butt!!!]

I love the ads. I play basketball and the whole team and I always joke about our 'thunder thighs.' We know we have muscles and butts! The ads really target young athletes and it makes us all feel better about ourselves. Thank you!

[Air Jordan sale]

I agree to Melissa. But also is being executed strategy. The "modern" hard copy wanting and avant-garde ", and the real ring, it is only belongs to the unit.This sentence, I very agree!