Women'S Sports Festival Under Nike Startup Line Highlights Gender Bias

Girls and goddesses are the names of most 3.8 women's Day brands and businesses.

Nike's 3.8 women's day advertising launched the "girls' Sports Festival" under the line, and released promotional videos to preheat the offline sports experience. Last Friday, Nike released the official promotional film by Li Na. At the beginning, she talked about the idea of "being a simple woman, and someone will teach you how to do it".

Li Na, women's rowing team Kung Fu teas, outdoor sports fans, blue sky and other successful female athletes have been shown in the film. They have been able to stick to their careers and have made some achievements.

At present, the video has seen 3 million 770 thousand times the total viewing volume of sina micro-blog and Tencent videos. It also focuses on female athletes at Dream Crazier, which was launched by Nike during the ninety-first Oscar prize presentation ceremony. It also clips the scene of "outbreak" of athletes in a minute or so. In the domestic version, Li Na appeared in the title and the end of the film, while Oscar described it by Wei Wei.

The emphasis is still on the specific performance. Dream Crazier's prejudice is a "hysterical" moment for female athletes on the athletic field, revealing their emotions and positions directly, and participating in sports that should belong exclusively to men.

The domestic version focuses more on social bias outside the playground, doctorate, physical defects, and stable work. After the release of the advertisement, most of the responses were praised, such as "Nike's advertising has been of high quality". However, there are doubts. For example, there is an article published by Ma sports that "Nike sells women's rights in this way. We refuse". It is believed that Nike's domestic advertisement has the suspicion of deliberately labeling gender labels.

The biggest breakthrough of female athletes' career achievement is not to get rid of the weak demands attached to gender bias, but also to break through the restrictions of the original environment.

Dream Crazier also benefited more from the increasingly powerful "Craze" Narration in Serena, while the domestic version exacerbated the stereotype of gender caused by exaggerated narration and deliberately lowered voice.

When the purchasing power of female consumers is stronger and stronger, they also begin to think about their own value. Therefore, more and more women's rights advertisements are catering to this phenomenon.

SK-II's annual female theme ads actually exacerbate the anxiety of single women and older women. Shiseido also released the advertisement that "25 years old is no longer a girl", and finally it was offline because of the controversy.

Social issue advertising can produce some effect in China, but the risk also exists. Nike's advertising is an obvious contrast.

According to CBNData's "2018 online sports consumption trend big data report", women's consumption in online sports consumption accounts for a gradual increase compared with men's level. In addition, from 2017 to 2018, women's spending even exceeds that of men.

Seeing the potential of women's consumption, Nike put forward the Women strategy in 2014. In the five years of 2020, women's products accounted for 1/5 of total revenue, reaching US $11 billion. According to the latest quarterly earnings report released by Nike, women's products now account for 1/4 of the group's total revenue, which is faster than that of men.

In April 2018, Nike also launched the Nike Unlaced online female store to provide women with more size choices. In addition, Nike Unlaced also provides private ordering and exclusive time distribution services to consumers, which are mainly targeted at male consumers.