How does W+K challenge viewers to consider patriarchal female roles in Nike's Dream Crazier campaign?
Dream Crazier is a progressive 2019 Nike campaign by Weiden + Kenedy, consisting of six print ads and a 90-second commercial, which challenges the viewer to think about patriarchal female societal roles, showing a double standard in the athletic community. This paper will only evaluate the campaign's print advertisements and not assess the video commercial. While advertising Nike's products, the campaign also focuses on the individuals who wear Nike clothing as they break down barriers in sports and the culture of the athletic community. Dream Crazier portrays the inequalities women face by highlighting their strength and achievement through text, lighting, expression, and ethos.
Weiden+Kenedy urges viewers to consider women's role in the athletic community by reflecting on female roles in the past. W+K relates the text of the prints to specific
…show more content…
Ibtihaj Muhammad was the first woman to compete in the Olympic Games wearing a hijab in the 2016 Rio de Janeiro games. Muhammad's place in the athletic community was questioned from an early age: not only is she a woman, but she is also Muslim-American. Muhammad is an icon for female athletes, showing them that Nike believes they are capable of anything, even when others do not.
Chloe Kim is an Olympic snowboarder and is considered one of history's best athletes. Kim also had to overcome many challenges, as she was the youngest gold medalist in snowboarding. Because of her gender, age, and extreme talent, Kim proves that Nike viewers are capable of anything they put their minds to, even if it seems impossible to the rest of society. W+K's Dream Crazy campaign inspires women of all backgrounds to challenge their situation and to rise above expectations, even if others around them believe it and them to be