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Boxing gear company Everlast lands a blow against sexism in "I'm a Boxer," a minute-long spot directed by Claire Edmondson through Steam Films.
Scenes of a young girl shadow boxing and psyching herself up are intercut with footage of adult fighters in the ring. The girl imagines a world in which athletes' performance is more important than their gender. "Don't call me a female boxer," she says. "I'm a boxer."
Edmondson, a Toronto-based filmmaker, tells AdFreak she hopes "to inspire and empower young girls, encouraging them to claim their place in sports."
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