Nike and Serena Williams Redefine What It Means to Call a Female Athlete Crazy

Spot, airing in the Oscars, is a follow-up to Kaepernick's 'Dream Crazier' ad

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

When Nike kicked off its celebration of the 30th anniversary of its iconic “Just Do It” campaign with a two-minute spot featuring Colin Kaepernick, the brand spurred a conversation about the NFL, brand values and the short-term and long-term impact of a campaign

Now, just days after its brand-damaging shoe splitting incident, the company has unveiled its follow-up, a 90-second ad narrated by Serena Williams set to air during tonight’s Academy Awards ceremony on ABC. The spot, from Wieden + Kennedy in Portland, not only champions the accomplishments of female athletes but serves as a call to action, telling viewers to “Dream Crazier.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in