Nike ads: Nike and the Women

I read couple of articles about this topic and I was really surprised, how fascinating the whole story from problem to solution (not just campaign or campaigns) really was.

Background:

'Nike is for men, not women'

At the beginning Nike wasn’t focused on the female at all. For most of its history the company has been all about men. In 1990 the women's sub-brand was launched and the really huge market was openned.

What is more, I call it „Nike spirit“ (practise- sweat-n-blood makes fun) was in general absolutely anti-female-thinking.

They dropped aggression and conflict as the main appeal and focused on equality and pure sport spirit.

Art of storytelling supported by new role models:

young, active, attractive women, which are frustrated by underestimating

(“Dance is NOT sport” said Male)

mainly un-known newcomers ( no using just famous celebrities, by whose is segment over feeded)
sport activities: dance, fitness, box, soccer, running, tennis

Check some campaigns

Videos:

"Tell Me I Am Not An Athlete"