Nike is dedicated to its female community and this can be seen in the brand’s newest campaign “Boundless Expression” which celebrates women athletes. The campaign features 14 elite athletes, trainers and collaborators from the worlds of dance, design, style and photography. The brand spotlights Anna Cockrell, Crystal Dunn, Yoon Ahn, Betina Gozo, Feng Chen Wang, Tunde Oyeneyin and Sabrina Ionescu among others.
Liz Weldon, Nike’s Global VP of Women’s Brand Management, in a press release, said Nike, for the last 50 years, has been both irrelevant and directive – Just Do It. “We’ve encouraged people everywhere to take charge and go for it. Today, we’re meeting people where they are. We want everyone to be able to realize their best selves across mind, body and life. And we’re celebrating all forms of movement, for all women and all bodies. We see women and girls leading change in all facets of society, and we want to be her biggest champion.”
Nike’s commitment is to prove it with innovative, style-led products that deliver meaningful benefits; experiences that go beyond traditional forms of sport and encompass holistic fitness, and significant progress across its purpose-led goals for people, planet and play.
The Boundless Expression campaign introduces women’s-specific product, such as Nike Leak Protection: Period short, the new women’s World Cup kits and others. This campaign comes after Nike was criticized by women for tapping transgender influencer Dylan Mulvaney to promote its sports bras.