"The creative team embarked on a different course. Janet Champ and Charlotte Moore met behind closed doors to immerse themselves in women's magazines and to talk frankly about the negative messages that limited women's choices. 'We found magazines so disgusting ... [that] we made a list of what made us sick ...'(Champ). After their first ads ran, '... women were hanging the 'lists' on their refrigerators and showing them to their daughters" (Moore).1990
"If You Let Me Play Sports"
http://www.youtube.com/watch?v=AQ_XSHpIbZE
Nike Athlete Campaign
http://www.youtube.com/watch?v=FByrnI68vk4
http://www.youtube.com/watch?v=xNG9Mao1bKg&feature=related
http://www.youtube.com/watch?v=AXJbVOO23rU
http://www.youtube.com/watch?v=mJXMpXsbem4&feature=related
http://www.youtube.com/watch?v=urjikzh7e2M
http://www.youtube.com/watch?v=wvXmciDOitE
"For most women, high performance isn't about sports; it's about fitness. We never appreciated the whole world of the active lifestyle. We had such a jock heritage -- for men and women -- that we never saw anything beyond that. Women don't treat athletes like heroes.
This is no longer about 'If You Let Me Play.' Women don't need anybody's permission. We are at our best when we are showing women a place where they didn't think they could be.
Today "it's about a woman's nomadic lifestyle, going from doing yoga in the morning, to work, to picking up the kids, to going for a run. Why shouldn't we have everyday clothes that perform as well as our workout gear?"
- nike designers
http://www.youtube.com/watch?v=KBsKvPP_vVY&feature=related
Nike "Here I am"
http://www.youtube.com/watch?v=2dtZtLOOiEo&feature=fvw
Nike Ballerina vs Dancer
http://www.youtube.com/watch?v=06ooGrzi0KU&feature=related
Nike Not an athlete
http://www.youtube.com/watch?v=OLi3taWNmus
Under Armour Practice
http://www.youtube.com/watch?v=a1C757H8ixw
Under Armour Run
http://www.youtube.com/watch?v=A49O__h-TfQ
sources
Advertising & Society Review Vol 7, Issue 2
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