Nike Unveils Female Empowerment Campaign 'Dream Crazier'

Just Do It enters its next phase with "Dream Crazier," a campaign celebrating the countless achievements of women in sports.

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In celebration of the fearless women of sports, Nike has unveiled its latest campaign, Dream Crazier—honoring the countless female athletes who have unified the masses, defied gender-based discriminations and inspired generations of athletes to pursue their dreams. 

In a landscape dominated by male superstars, women like gymnast Simone Biles, snowboarder Chloe Kim, soccer star Megan Rapinoe and so many more have fearlessly challenged the gender-based discriminations they face on account of being women in sports. In celebration of them and all the other women who have broken barriers, Nike has released their latest Just Do It installment, narrated by one of the greatest athletes of all time, Serena Williams. 

The video opens with a close shot of paratriathlete, Sarah Reinertsen overcome with emotion following a victory. "If we show emotion, we're called dramatic," Williams acknowledges. "If we want to play against men, we're nuts. And if we dream of equal opportunity, delusional." The short film then displays a series of clips in which female athletes are dismissed as "unhinged," "delusional," or "crazy"—weighted terms exclusively used to discredit women.

However, the film then showcases how women's achievements in sports have historically been deemed "crazy," and if that's the case, female athletes should feel encouraged to "show them what crazy can do."

"The year-long journey to inspire the next generation of athletes to Just Do It enters into its next phase with the Dream Crazier spot," the company's press release read. "Nike continues to champion female athletes and change the game for women in sports as it has for more than 40 years—inspiring and enabling female athletes of all levels to achieve their potential in sport and fitness."

The campaign features women across sports, from Spurs coach Becky Hammon to 9-year-old pro-skateboarder Sky Brown, defying expectations and pursuing their dreams. Dream Crazier will air during the Oscars.

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