Nike Caster Semenya Spot Calls For Acceptance & Promotes ‘Athlete In Progress’ Apparel

Nike’s new campaign promoting its ‘Athlete in Progress’ apparel collection is fronted by a spot starring Caster Semenya which calls for acceptance

The two-minute hero video features Semenya on-track and running through her local streets of Johannesburg (South Africa) and includes a narrative about inspiring progress on and off the track.

The creative theme revolves around the values of acceptance, love and respect and the spot closes with Semenya’s powerful words: “I have learned to appreciate people for who they are, but first it comes with me appreciating myself and loving myself.”

The video was amplified across the brand’s digital and social channels and was supported with additional content.

“Athlete in Progress”
“Athlete in Progress”
“Athlete in Progress”

NIKE Track & Field c/o @virgilabloh featuring @caster800m pic.twitter.com/b1Qw3QaH0v

— Nike (@Nike) June 17, 2019

The campaign promotes Nike’s new Athlete in Progress collection: a range of women’s apparel by Off-White designer Virgil Abloh (the first collection debuted in September 2018 in Paris) which was designed as a dynamic collection built for speed.

The campaign follows on from the Olympic 800m champion’s recent legal battle with the athletics governing body, the International Association of Athletics Federations (IAAF), after it ruled that she would be banned from competing unless she took hormone-suppressant medicine to control her testosterone levels.

As a result of a condition called hyperandrogenism, Semenya has naturally elevated testosterone levels and initially lost a case against the IAAF before successfully appealed in the Swiss supreme court.

The case led to Semenya accusing the IAAF of using her body “as a human guinea pig experiment” and she has received support from the South African government and several global sports bodies such as the International Working Group on Women & Sport, WomenSport International and International Association of Physical Education for Girls and Women.

And Nike.

Although, not everyone agrees with her perspective.

British distance-running legend Paula Radcliffe, has, while noting it was unfair on Semenya, been a supporter of the IAAF’s position

Comment:

This Nike call for acceptance echoes the sportswear giant’s recent ‘Dream Crazy’ (see case study) starring Kaepenick and ‘Dream Crazier’ featuring Williams (see case study), as well as its creative backing England footballer Raheem Sterling’s campaign against racism in football and in the media,

Speaking up doesn’t always make life easier. But easy never changed anything. @sterling7 pic.twitter.com/sFZHeMo5s4

— Nike Football (@nikefootball) December 15, 2018