
Nike's latest ad challenges a common sexist trope in sports—and people are loving it.
Women have fought for decades to be seen as legitimate competitors in male-dominated fields, including professional and amateur sports. Until the early 20th century, many believed that women were not biologically designed for strenuous exercise (a myth that was ultimately debunked by a female physician, Dr. Celia Duel Mosher). And it wasn't that long ago that showing intense emotion and too much ambition could land a woman in an asylum.
Throughout history, women who tried to compete at a high level were seen as "crazy." Sadly, too often, they still are.
Nike took on gender bias in sports in its latest ad, and the result is fiercely empowering. Through a montage of video clips of female athletes showing emotion both on and off the field or court, as well as women achieving incredible sports firsts, Serena Williams narrates:
"If we show emotion we're called dramatic.
If we want to play against men, we're nuts.
And if we dream of equal opportunity? Delusional.
When we stand for something, we're unhinged.
When we're too good, there's something wrong with us.
And if we get angry? We're hysterical, irrational or just being crazy."
The ad highlights times women were called "crazy" for attempting to do what had never been done—until they did it.
The first woman to run a marathon had race officials physically attempt to pull her off the course, but she did it. Many thought it was impossible for a female basketball player to dunk a ball, but it's now not uncommon at all. The idea of female coaching a male professional sports team was unheard of until the first woman did it.
In the ad, Williams continues:
"But a woman running a marathon was crazy.
A woman boxing was crazy.
A woman dunking? Crazy
Coaching an NBA team—crazy.
A woman competing in a hijab, changing her sport, landing a double cork 1080—or winning 23 Grand Slams, having a baby, and then coming back for more? Crazy, crazy, and crazy."
Williams speaks personally here. One of the fiercest and most iconic women in the history of sports, the tennis champ has kicked practically every obstacle to the curb. And like all intense, competitive women, she has done it with the constant drum beat of "she's crazy" echoing behind her.
"So if they want to call you crazy?" she concludes. "Fine. Show them what crazy can do." BOOM.
Women are sharing the hurdles they've had to overcome after seeing themselves represented in the ad.
Aside from a few predictable basement dweller "stop-whining-there's-no-such-thing-as-sexism" responses, reactions to the ad have been overwhelmingly positive. Some women responded by sharing their own experiences with gender bias in sports and other ways they had to fight against their dreams being considered "crazy."
@USWNT @Nike I'm bawling, considering all the people who told me it was crazy to want to be a nurse since I'm heari… https://t.co/a03un4fOrO— Tori 💜sTaylor. USWNT⚽NWSL⚽💜 (@Tori 💜sTaylor. USWNT⚽NWSL⚽💜) 1551032509.0
@Nike Tested for steroids ‘cause how could she have muscles like that? #crazy me at 27 in 1984 #track #muscles… https://t.co/7oonL4UNQb— Elaine Weeks (@Elaine Weeks) 1551059203.0
@Nike As an athlete, I was told that I spend too much time focusing on sports. My body was too muscular for a girl.… https://t.co/dU09b281cV— Coach Lukas (@Coach Lukas) 1551043374.0
@Nike Thank you. I watched this commercial last night, thinking of my 6 yr old daughter and tears came to my eyes.… https://t.co/oqYUmOTV8Q— Coach Banda, Teacher almost extraordinaire (@Coach Banda, Teacher almost extraordinaire) 1551121129.0
"Dream crazier," Nike says.Don't worry, we will. And thanks for the inspiration.
Watch the full ad here:
12 non-threatening leadership strategies for women
We mustn't hurt a man's feelings.
Men and the feels.
Note: This an excerpt is from Sarah Cooper's book, How to Be Successful Without Hurting Men's Feelings.
In this fast-paced business world, female leaders need to make sure they're not perceived as pushy, aggressive, or competent.
One way to do that is to alter your leadership style to account for the fragile male ego.
Should men accept powerful women and not feel threatened by them? Yes. Is that asking too much?
IS IT?
Sorry, I didn't mean to get aggressive there. Anyhoo, here are twelve non-threatening leadership strategies for women.
Encourage.
With permission from Sarah Cooper.
When setting a deadline, ask your coworker what he thinks of doing something, instead of just asking him to get it done. This makes him feel less like you're telling him what to do and more like you care about his opinions.
Sharing ideas.
With permission from Sarah Cooper.
When sharing your ideas, overconfidence is a killer. You don't want your male coworkers to think you're getting all uppity. Instead, downplay your ideas as just "thinking out loud," "throwing something out there," or sharing something "dumb," "random," or "crazy."
Email requests.
With permission from Sarah Cooper.
Pepper your emails with exclamation marks and emojis so you don't come across as too clear or direct. Your lack of efficient communication will make you seem more approachable.
Idea sharing.
With permission from Sarah Cooper.
If a male coworker steals your idea in a meeting, thank him for it. Give him kudos for how he explained your idea so clearly. And let's face it, no one might've ever heard it if he hadn't repeated it.
Sexism.
With permission from Sarah Cooper.
When you hear a sexist comment, the awkward laugh is key. Practice your awkward laugh at home, with your friends and family, and in the mirror. Make sure you sound truly delighted even as your soul is dying inside.
Mansplain.
With permission from Sarah Cooper.
Men love explaining things. But when he's explaining something and you already know that, it might be tempting to say, "I already know that." Instead, have him explain it to you over and over again. It will make him feel useful and will give you some time to think about how to avoid him in the future.
Mistakes.
With permission from Sarah Cooper.
Pointing out a mistake is always risky so it's important to always apologize for noticing the mistake and then make sure that no one thinks you're too sure about it. People will appreciate your "hey what do I know?!" sensibilities.
Promotions.
With permission from Sarah Cooper.
Asking your manager for a promotion could make you seem power- hungry, opportunistic, and transparent. Instead, ask a male coworker to vouch for you. Have your coworker tell your manager you'd be great for the role even though you don't really want it. This will make you more likely to actually get that promotion.
Rude.
With permission from Sarah Cooper.
Sometimes not everyone is properly introduced at the start of a meeting. Don't take it personally even if it happens to you all the time, and certainly don't stop the meeting from moving forward to introduce yourself. Sending a quick note afterward is the best way to introduce yourself without seeming too self-important.
Interruptions.
With permission from Sarah Cooper.
When you get interrupted, you might be tempted to just continue talking or even ask if you can finish what you were saying. This is treacherous territory. Instead, simply stop talking. The path of least resistance is silence.
Collaboration.
With permission from Sarah Cooper.
When collaborating with a man, type using only one finger. Skill and speed are very off-putting.
Disagreements.
With permission from Sarah Cooper.
When all else fails, wear a mustache so everyone sees you as more man-like. This will cancel out any need to change your leadership style. In fact, you may even get a quick promotion!
In conclusion...
With permission from Sarah Cooper.
Many women have discovered the secret power of non-threatening leadership. We call it a "secret power" because no one else actually knows about it. We keep our power hidden within ourselves so that it doesn't frighten and intimidate others. That's what makes us the true unsung heroes of the corporate world.
About the Author: Sarah Cooper
Sarah Cooper is a writer, comedian, and author of 100 Tricks to Appear Smart in Meetings. Her new book, How to Be Successful Without Hurting Men's Feelings, is out now.
The comedic book cover.
With permission from Sarah Cooper.
A satirical take on what it's like to be a woman in the workplace, Cooper draws from her experience as a former executive in the world of tech (she's a former Googler and Yahooer). You can get the book here.
This article was originally published on March 25, 2019.