Let My Voice Be Heard // I MAKE THE RULES

// Nike Gives Voice to Generations of A$$-Kicking Women //

By Adriana Cesar

After the London Olympics Women's Soccer Gold Medal Match between USA and Japan (Team USA took Gold over Japan 2-1) I saw another great commercial spot by NIKE for women’s sports.  It has been 17 years since Nike and W+K’s did the infamous “If You Let Me Play” campaign which put the spotlight firmly on young female athletes.

Nike Spotlights Women in Sports by celebrating the 40th anniversary Title IX //

What is Title IX?

Title IX is a landmark federal law, written in 1972 by Congress to counteract a history of discrimination against women athletes and women sports teams in public schools. The law, which amends The Equal Opportunity in Education Act, states: “No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any educational program or activity receiving Federal financial assistance."

The new Nike video, directed by Anonymous Content's Mark Romanek, features four U.S. female athletes: marathoner Joan Benoit Samuelson, boxer Marlen Esparaza, and basketball players Lisa Leslie and Diana Taursai. In tight, close-up shots, each talks about the obstacles they faced growing up. But what makes the spot work especially well are the narratives interspersed with shots of young girls, who are filmed talking about the very same difficulties.

Marlen Esparza (photo below) of USA goes away with bronze medal in boxing at the 2012 London Olympics

 

“Voices” reflects on some of the challenges these incredible athletes have faced on their journeys to greatness, and celebrates the passion, commitment and strength of female athletes everywhere to be the best at what they do. As the film progresses, the voices of these athletes are embraced by young girls who embody the spirit of women in sport of the future, adopting the same “play by your own rules” attitude that Lisa, Joan, Marlen and Diana exemplify. An attitude that will inspire the next generation of female athletes. – via NIKE INC. 

The film launched on Nike Women Facebook on June 23, 2012 and viewers can participate in the conversation on Nike Women Facebook and Twitter via #MAKETHERULES.

Couple of quotes from the ad that love //

"I AM A FASHION MODEL WHO CAN DUNK" – Lisa Leslie //

"I DIDN’T SET OUT TO DOMINATE I JUST DID!" – Diana Taursai

 

PHOTO CREDITS From NIKE INC