The first week of December saw Nike has followed up its first-ever ‘Just Do It’ ad in Germany with a spot showing German boxer Zeina Nassar recover from a knockdown – part of a wider series about how female athletes are battling societal norms.
During her rise from the canvas, Nassar’s life flashes before her eyes and we see how she helped to overturn an international regulation prohibiting women from competing in a hijab in boxing.
A continuation of the ‘Du tust es nie nur für dich’ (You never do it just for yourself) Nike Germany campaign, which launched with a debut ‘Helden’ spot in early November, the sportswear behemoth continued to tell inspiring backstories of diverse athletes who are driven to achieve success for their communities with a new film, ‘Sonne’, which continues to shine a spotlight on how female athletes are pursuing an equal playing field in sport.
The new work, again created with agency Wieden + Kennedy Amsterdam, is set to a score by Rammstein’s ‘Sonne’ which has been reworked by German singer Balbina.
Nassar is an athlete, a fighter and an influencer who is on a journey to empower girls to take part in sport whenever, wherever and however they can.
By teaming up with athletes like Giulia Gwinn, Gesa Krause, Mobina & Melika Nazari, Alex Hipwell, the Tara sisters or the players from Türkiyemspor Berlin, Zeina seeks to leverage sport to create space for all athletes and bring to life Nike’s own objective to make sport a daily habit for everyone and to get kids more active.
This mission is especially true for girls and women who face specific challenges and barriers to participate.
Indeed, Nike is committed to giving women and girls an opportunity to realize their potential, through sports. With 52 ‘Made to play’ programs worldwide, serving 150.000 girls across 10 countries and over 10.000 partners, schools & clubs.
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The spot has, thus far, racked up more than 400,000 YouTube views on Nike’s own channel since 5 December.
It follows on from the first Nike Germany spot, called ‘Helden’, which launched on 3 November to coincide with the 30th anniversary of the fall of the Berlin wall and was set to David Bowie’s ‘Heroes’ and told the inspiring backstories of diverse athletes who are driven to achieve success for their communities.
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