The New Nike Training Ad Stars Female Weightlifter Amna Al Haddad
Katherine Pendrill — July 25, 2016 — Marketing
The latest video for Nike Training's 'Inner Strength' series stars an inspiring female weightlifter and Olympic-hopeful named Amna Al Haddad. While a number of activewear brands are making greater efforts to showcase female athletes, Nike is going even further by profiling athletes who are truly breaking down barriers in the world of sports.
In the ad, Al Haddad reflects on her career as a Muslim woman competing in a male-dominated sport. As she lifts and drops impressive weights, Al Haddad explains the spiritual side of weightlifting and what initially drew her to the sport. Al Haddad also discusses what others -- especially Muslim women -- can learn from her story.
By shinning the spotlight on a Hijabi athlete, Nike helps to breaks down stereotypes about gender and faith in sports. As Al Haddad herself explains in the ad, "I'm someone who broke a lot of barriers for Muslim women."
In the ad, Al Haddad reflects on her career as a Muslim woman competing in a male-dominated sport. As she lifts and drops impressive weights, Al Haddad explains the spiritual side of weightlifting and what initially drew her to the sport. Al Haddad also discusses what others -- especially Muslim women -- can learn from her story.
By shinning the spotlight on a Hijabi athlete, Nike helps to breaks down stereotypes about gender and faith in sports. As Al Haddad herself explains in the ad, "I'm someone who broke a lot of barriers for Muslim women."
Trend Themes
1. Female Empowerment in Sports Advertising - Brands are showcasing more female athletes who break down gender barriers in sports, creating an opportunity for inclusive advertising.
2. Representation for Underrepresented Sports - Focusing on athletes in underrepresented sports such as weightlifting not only breaks down stereotypes, but could also cultivate a new market for sportswear brands.
3. Inclusion and Diversity in Activewear - Illustrating intersectionality and inclusivity among a brand’s customers through marketing can create more societal integration and appeal to a wider audience.
Industry Implications
1. Sportswear - Sportswear brands should consider focusing on underrepresented sports in advertising for a more inclusive market.
2. Advertising - Marketers should focus on intersectional and inclusive messaging to appeal to a wider audience and encourage societal integration.
3. Sports - Celebrating diverse athletes can help break down barriers and stereotypes in sports, while also increasing representation and inclusivity.
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