Nike UK ‘How We Do’ Boxing Campaign Seeks To Known Down Stereotypes About Young Women

Beginning with boxing, Nike launched a UK campaign in February called ‘How We Do’ which focuses the obstacles young women of colour so often face when participating in sport and seeking to break down stereotypes and barriers to participation.

 

The Nike series began with an episode of ‘How We Do’ on which UK influencer and presenter Nella Rose and her friends Issatta, Naomi, and Zyanarah (all from South London) get their first taste of boxing: a sport none of them had ever thought of doing.

 

The sportswear behemoth teamed up with British athlete Dina Asher-Smith and London’s Dwaynamics Gym (which teaches boxing and provides coaching sessions) to help Nella Rose and her mates climb in to the boxing ring for an introductory training session designed to improve physical and mental wellbeing and to boost self-confidence.

 

The online video, titled ‘How We Do – Episode 1 Nella Rose Vs Boxing’ dropped across the brand’s own online platforms from 9 February.

 

https://www.youtube.com/watch?v=qxlRkrc1b1k

 

The overall objective of the campaign, which was created in harness with the Dutch agency We Are Pi, is to demonstrate that it is not necessary to adhere/respond to certain stereotypes when it comes to engaging in physical activity.

 

This Nike initiative aims to bring to life its motto and belief that “You don’t have to fit into sport–sport should fit you”.

 

Further UK episodes will roll out in the coming months.

 

Part of Nike’s wider, global programme to break down barriers to entry for minority groups when it comes to taking up (and even staying engaged in) sport, this initiative is informed by a wave of recent research highlighting the challenge.

 

According to a 2021 Sport England study, black children are the least likely to play sports. Plus, a 2022 investigation by Women in Sport revealed that a million young British women had lost interest in sport as teenagers for fear of being judged by others and losing confidence in themselves.

 

 

Comment

 

Whilst upbeat and positive, like so many other Nike initiatives, ‘How We Do’ offers an everyday, realistic approach with a real-world tone edged with comedy in order to connect to teen and young adult audiences.

 

Specific communities right across the UK continue to face multiple obstacles to taking up a new physical activity and Nike, like several other sportswear brands, is seeking to encourage, drive and support inclusivity when it comes to sporting participation.