Take a look at the very inspirational ‘Dream Crazier’ campaign from Nike, highlighting female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase their dreams.
5 months ago the first ‘Dream Crazy’ campaign featured American Football star Colin Kaepernick becoming mass media almost overnight. The ad had a huge reaction on social media and increased Nike’s online sales.
Now Nike has launched another 90 second ad, ‘Dream Crazier’. The ad features a compilation of moments by some of the greatest athletes in the world, the gymnast Simone Biles, snowboarder Chloe Kim, members of the US Women’s National Soccer Team and fencer Ibtihaj Muhammad, among others.
With Serena Williams narrating the commercial, she takes negative portrayals of women in sport and turns them into motivational statements. This year is a big year for women in sport as Nike pushes towards the summer Women’s World Cup tournament.
The words narrated by Serena are powerful and inspire viewers. “If we show emotion, we're called dramatic. If we want to play against men, we're nuts," she says, mentioning other words such as "delusional," "unhinged," "hysterical," and "irrational." Williams concludes the commercial with, "So if they want to call you crazy, fine. Show them what crazy can do." The text then appears on the screen, "It's only crazy until you do it.” The do it transitions into “ Just do it.”
How will the ad effect grassroots?
These words narrated by an elite and internationally recognised athlete, Serena Williams, who has won “23 tennis grand slams, had a baby and came back for more”, will inspire women across the world to start to play sports, increasing participation in grassroots sport either as individuals or a part of a team.
All players or individuals participating in sport need facilities and equipment to practice and compete. Sponsorship is a great way to maintain and enhance facilities so the inspired will become the inspiration for other women.
Will the ‘Dream Crazier’ campaign do as well as the first, ‘Dream Crazy’ campaign which commemorated the 30th anniversary of Just Do It?
Nike’s revenue reflected the success of the first campaign as the financial quarter after the ‘Dream Crazy’ ad was released the revenue was up 10%. From a digital perspective, sales up 36% for the three months ended 31 August. Sales in the key US market were up 6%, while in EMEA they rose 11%.
https://www.marketingweek.com/2018/09/26/nike-proud-of-colin-kaepernick-...
https://www.marketingweek.com/2018/09/26/nike-proud-of-colin-kaepernick-...
Other news that will help Nike’s ‘Dream Crazier’ campaign is that the BBC will broadcast every England Women's game in the build up to the World Cup. England are Sponsored by Nike. https://www.bbc.co.uk/sport/football/47336644
