"just Do It for Her: a Study on Nike's Ads in Promoting Women's Participation in Sports"
Year: 2025
Type: article
Abstract: With a focus on Nike's advertising strategies, online campaigns, and social initiatives that promote women athletes, this research explores the company's evolving role in promoting women's participation in sports. The research evaluates how Nike challenges gender stereotypes, promotes inclusivity, and partners with athletes to enhance gender equality in sports through a critical textual and visual analysis of blog entries, commercials, and academic literature. Nike's multi-pronged approach to engaging with women is illustrated through efforts such as Dream Crazier, collaborations with influential figures such as Megan Thee Stallion and Parris Goebel, and efforts such as the Nike Athlete Think Tank. Nike is successfully using digital media and emotional story-telling in a manner that changes perceptions of women in sports, and also intersects with feminist issues and traditional values that can appeal to a broader audience. Even so, Nike stands as a leading player in the global movement for sports equity owing to its continuous investments in grassroots programs and feminised innovation
Authors: Srusti S Yadav, Ms. Sanju Xavier
Institution: Jain University
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6893289180
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