In January, a group of women activists, activists and journalists from the Women’s Media Centre (WMC) took to Twitter to announce they would be protesting against Nike’s ad campaign in the UK.
The ad featured two women, both of them wearing Nike shoes, talking about their struggles in the workplace and raising awareness for women’s rights and the need for gender equality.
The message was that Nike has a duty to give women a better working environment and to provide women with opportunities to pursue careers, and the hashtag #womeninadventure was born.
The #Womeninadventures hashtag has since become an active trending topic on Twitter, with many people sharing their experiences and challenges with the brand, including a young woman from Bristol who tweeted her story to promote the campaign.
According to a WMC spokesperson, the campaign was a direct response to the work of women in the industry, many of whom are women of colour.
“Nike’s advertising campaign is a direct reaction to the women’s stories that are being told about them on a daily basis and it has been a way for Nike to tell their story.
It’s a way to make the message of equality more powerful and more meaningful,” the spokesperson told News24.
In March, Nike announced a new campaign aimed at highlighting the positive roles women play in the workforce, and women in particular, with a new ad campaign highlighting women’s roles in the economy and the workforce.
“Nikes new ad for the Women in Adventure campaign is an important step in our effort to help more women see their voices heard, and is a way of supporting our global campaign,” the brand said in a statement.
Nike said that the campaign had helped “raise awareness about women in our global community, while giving them the opportunity to work for a better future”.
“We believe that this campaign is about giving women the power to succeed and to make a positive impact in their lives,” the statement continued.
“Our goal is to encourage more women to take on the leadership of their companies and we are working to increase women’s participation in the global economy and our global society.”
As well as Nike, the UK’s National Women’s Council also launched a new women’s empowerment campaign earlier this month, which is also focused on empowering women to become more independent.