Nike Dreams ‘Crazy’ with Serena Williams

Nike sparked controversy but increased product sales with the launch of “Dream Crazy” – a hard hitting campaign tackling social issues. The campaign began with Colin Kaepernick, a bold choice during a time of injustice and racial inequality.

The mega brand continues to tackle societal issues, dropping a female inspired 90-second spot featuring Serena Williams. The ad highlights gender inequality in sports, comparing the perception of male athletes to that of women. 

Serena serves as the narrator, reiterating the inconsistencies of public perception of female competitors. Women are not allowed to express emotion similar to men – they are deemed “crazy” when angry and dramatic when upset. She inserts words that are often associated with women such as “delusional”, “unhinged”, “hysterical” and “irrational”. Williams ends the ad stating, “So if they want to call you crazy, fine. Show them what crazy can do.” Supporters of the campaign are encouraged to push and fulfill their “crazy dreams”. The ad reached over 3.4 million views via YouTube.

Watch the ad here.