Everlast's 'I'm a Boxer' Ad Aims to Empower Young, Female Athletes
Katherine Pendrill — July 25, 2016 — Marketing
In an effort to break down gender barriers in sports, boxing gear company Everlast created an inspiring ad called 'I'm a Boxer' that aims to empower young, female athletes. Created by a Toronto-based filmmaker who was tired of being referred to as a 'female director,' the ad focuses on athletic performance rather than gender.
In the minute-long ad, a young girl is seen practicing her boxing skills and psyching herself up before entering the boxing ring. This footage is interspersed with images of professional boxers Lisa 'Bad News' Brown and Mandy Bujold engaging in an intense match of their own. As director Claire Edmondson explains, the ad encourages young girls to "claim their place in sports" and not let gender barriers discourage them from working towards their goals.
I'm a Boxer demonstrates that brands are increasingly paying attention to female athletes engaging in a wide variety of different sports.
In the minute-long ad, a young girl is seen practicing her boxing skills and psyching herself up before entering the boxing ring. This footage is interspersed with images of professional boxers Lisa 'Bad News' Brown and Mandy Bujold engaging in an intense match of their own. As director Claire Edmondson explains, the ad encourages young girls to "claim their place in sports" and not let gender barriers discourage them from working towards their goals.
I'm a Boxer demonstrates that brands are increasingly paying attention to female athletes engaging in a wide variety of different sports.
Trend Themes
1. Gender-inclusive Sports Ads - There is a growing trend in creating sports ads that empower young, female athletes and break down gender barriers, including the use of authentic athletic performance.
2. Empowerment Through Athleticism - Ads that focus on empowering women through athleticism and grit provide an opportunity for brands to inspire their customers and create a sense of community around their products.
3. Authentic Representation of Female Athletes - A trend towards authentic representation of female athletes in advertising highlights the value of change-makers in the industry who prioritize showcasing diverse talent.
Industry Implications
1. Sportswear Manufacturing - Sportswear companies can seize this opportunity to create inclusive, performance-focused and high-quality products for women.
2. Athletic Equipment Retail - Retailers can capitalize on the shift towards gender inclusivity in sports ads by creating an inviting and engaging shopping experience that encourages and supports female athletes of all levels.
3. Sports Marketing and Advertising - Sports advertising has a chance to create a brand resonance and foster customer loyalty by showcasing female athletes as skilled and driven individuals rather than merely objects to be sexualized or stereotyped.
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