Nike’s 2019 Women’s Just Do It campaign stands as a powerful fusion of feminist ideals and corporate strategy. The ad opens with a Korean doljabi, a traditional first-birthday ceremony, which symbolizes the shaping of one’s future. As the ad progresses, it showcases women engaging in typically male-dominated sports like boxing and football, challenging gender stereotypes. Narrated by singer BoA, the ad states, “You are the greatest masterpiece you can create,” encouraging women to believe in their individuality and potential.
Beyond empowerment, the campaign incorporates references to feminist movements, with scenes showing sticky notes reading slogans like “My body, my choice” and “#WithYou.” These references to the #MeToo movement and reproductive rights advocate align Nike with contemporary struggles for women’s autonomy and equality, positioning the brand as a progressive supporter of social justice.
Feminist Values and Commercial Strategy
Nike’s campaign exemplifies the commodification of feminist ideals, particularly through empowerment messaging targeted at younger, socially conscious audiences (Catterall et al, 2006). Drawing from feminist media theory, especially post-feminism, the campaign frames women’s empowerment as an individual pursuit of excellence, which aligns with Nike’s longstanding slogan, “Just Do It.” This approach mirrors Rosalind Gill’s (Banet-Weiser cited, 2018) concept of the “post-feminist sensibility,” where liberation is closely tied to personal agency, often reflected through consumer choices, including brand loyalty.
Yet, critical feminist theory invites reflection on the tension between Nike’s progressive messaging and its commercial interests. While the campaign supports feminist values and solidarity, it simultaneously positions Nike as a key enabler of empowerment, capitalising on activism to drive consumer engagement and enhance brand loyalty.
The tension between Nike’s progressive feminist messaging and its commercial interests can be understood through the lens of critical feminist theory. This theory (Kozinets, 2023) explores how brands might use feminist ideals to create powerful, socially responsible narratives while simultaneously leveraging those values to drive consumer loyalty and boost sales. In Nike’s case, while the campaign promotes feminist ideals like empowerment and autonomy, it also strategically positions Nike as essential to the realization of these ideals, blending activism with market-driven objectives.
Global Feminism, Local Tradition, and Corporate Gains
Nike’s ability to balance feminist values with commercial goals is evident in how the campaign uses nuanced storytelling to resonate with diverse audiences. By confronting traditional gender norms and showcasing women transcending societal limitations, Nike fosters a sense of empowerment while positioning itself as a brand that supports women’s rights. The campaign’s incorporation of the doljabi ceremony adds a culturally specific element, reinforcing the universality of feminist advocacy while making the message relatable across diverse cultural contexts.
This strategic blend of global and local perspectives demonstrates Nike’s understanding of feminism as multifaceted and inclusive. It allows the brand to appeal to intersectional identities and regional nuances, reinforcing its image as a socially responsible, culturally attuned corporation. Through this intersection of social justice and commerce, Nike succeeds in deepening its brand identity while simultaneously advancing its commercial interests (Rasmussen, 2021). By blending feminist ideals with cultural specificity, Nike not only enhances its global brand visibility but also aligns itself with the growing demand for corporate social responsibility. This convergence of progressive values with business objectives has reshaped how brands engage with social justice movements, making activism an integral part of their marketing strategies.
In conclusion, Nike’s 2019 Women’s Just Do It campaign serves as a prime example of how brands can align feminist values with their marketing strategies. By leveraging empowerment as both a message and a marketable asset, Nike secures its place as a forward-thinking, culturally relevant brand, resonating deeply with its audience while driving profitability.
Reference
Banet-Weiser, S. (2018) ‘Introduction’, Empowered: Popular Feminism and Popular Misogyny. Durham, NC: Duke University Press.
Catterall, M., Maclaran, P. and Stevens, L. (2006) ‘The Transformative Potential of Feminist Critique in Consumer Research’, Advances in Consumer Research, 33(1), pp. 222-226.
Cho, K. (2007) ‘[언중언] 돌잡이’, 강원일보. Available at: https://www.kwnews.co.kr/page/view/2007122500000000052 (Accessed: [2.December. 2024]).
Kozinets, R. et al. (2023) ‘A macrosocial perspective’, in Influencers and Creators: Business, Culture and Practice. Sage, pp. 27-52.
Rasmussen, K. (2021) ‘Brand Activism and Gender: Nike as a Case Study’, Theses and Dissertations. 9007.