Nike have released a powerful new commercial titled ‘Dream Crazier’, which focuses on negative portrayals of women in sports, turning them into motivational statements in a concerted push to celebrate women in sport ahead of this summer’s World Cup in France.
The inspiring 90-second advert is narrated by Serena Williams and it features numerous female sports stars, including Alex Morgan and the USWNT, as it delivers its empowering message through a montage of sporting moments.
It follows up 2018’s 'Dream Crazy' commercial, which was fronted by former NFL star Colin Kaepernick and was the beginning of Nike’s celebration of its iconic 'Just Do It' campaign. Upon release it saw a measure of controversy outweighed by an increase in online sales, something Nike will obviously be hoping to enjoy again in the build up to this summer’s Women’s World Cup.
Ahead of the ad's debut, vice-president and general manager of Nike Women, Rosemary St. Clair, said the company is undergoing a "recalibration" of how it approaches women in sport. The empowering message of this advert shines a spotlight on female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase after their dreams.
