Nike Supports Women's Equality In Sports

After speaking with young female athletes across the United States, Nike discovered that they feel "unequal" when it comes to being respected in sports. In response, Nike recently launched its multiplatform campaign, "ATHLETE" -- featuring worldclass athletes Mia Hamm, Gabby Reece, Picabo Street and Serena Williams, among others -- demanding that female athletes be respected and judged on their athletic abilities. "Female does not equal less than and women in sport need to be respected for their athletic abilities above and beyond anything else," says Nancy Monsarrat, Nike U.S. brand director. "The ATHLETE campaign challenges stereotypes and provides a platform for female athletes to air their views." Nike's new campaign will take a variety of forms, including traditional broadcast television, billboard, print and a robust digital destination. As part of the community outreach aspect of the ATHLETE campaign, Nike created the Let Me Play for Girls Fund. Nike has committed to an upfront donation of $425,000 to support girls in sport and girls' sports programs. The fund will reside on Nikewomen.com and will issue awards to help support girls in sport. Additionally, Nike will begin selling the ATHLETE tee and bracelets at Niketown, www.nike.com and through participating retailers. Nike will donate $1 from the sale of each tee and bracelet to the fund.