Nike has been a leader in promoting gender equality, focusing on empowering female athletes. One of its most impactful CSR initiatives was the “Dream Crazier” campaign launched in 2019. This campaign aims to challenge stereotypes, advocate for equal opportunities in sports, and celebrate female athletes.
The “Dream Crazier” campaign extends Nike’s ongoing commitment to diversity and inclusion in sports. It was released as a follow-up to the brand’s “Dream Crazy” campaign with Colin Kaepernick, which focused on social justice. This campaign shifted the focus to women, aiming to combat gender bias within the sports industry.
The campaign, narrated by Serena Williams, highlights the struggles and triumphs of female athletes who have been called ‘crazy’ for pushing boundaries. This campaign has featured athletes such as:
- Simone Biles for breaking records despite the criticism she has received
- Ibtihaj Muhammad for competing while wearing a hijab
- Caster Semenya for fighting for her right to compete
- Megan Rapino for advocating for equal pay and LGBTQ+ rights
Nike decided to showcase these athletes to address deeply rooted biases and reinforce the message that women’s ambition in sports should be celebrated.
Nike’s Communication Strategies:
Video Storytelling:
To show emotion in the campaign, Nike released a 90-second commercial that aired for the first time during the 2019 Oscars. The ad featured strong and inspiring visuals and Serena Williams’s powerful narration.
“If we show emotion, we’re called dramatic. If we want to play against men, we’re crazy. If we dream of equal opportunity, we are delusional. But a woman running a marathon was crazy. A woman boxing was crazy. Coaching an NBA team– crazy. Until we did it.”
Social Media Engagement:
Nike used social media platforms like Instagram, X, and YouTube to reach as many people as possible. It used the hashtag #DreamCraizer to encourage the public to participate in the campaign. This hashtag allowed other athletes to share their dreams and aspirations that were perceived as ‘crazy.’ The campaign’s video was also shared online and generated millions of views within a few days.
Influencer and Athlete Advocacy:
Nike strategically used high-profile athletes in this campaign to extend its reach as much as possible. Serena Williams, a long-time advocate for women in sports, was the campaign’s first ambassador and narrator. Other athletes, like Billie Jean King, joined the conversation to reinforce the brand’s overall message.
Brand Activations and Engagement:
Beyond spreading the campaign online, Nike enforced the campaign’s impact by donating and supporting non-profits and organizations that focus on inclusion in women’s sports
- Funded girl’s sports programs in an attempt to increase participation
- Partnered with coaching organizations to support female leadership in sports
- Launched the Nike Training Club program focused on empowering young female athletes
This campaign was very successful for Nike as a brand and for its overall cultural influence. It received a substantial audience reception and was praised for its authenticity, representation, and emotional impact. There was a massive reach and increased engagement on their social media platforms.
However, with all successes comes criticism. Skeptics questioned Nike’s commitment to women’s rights regarding their allegations about unequal pay for female-sponsored athletes. This shows the importance of ensuring the company’s policies consistently back corporate social responsibility messaging.
Ava Mize 
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