“Voices”
"There comes a point where you have to be sure of yourself, people aren’t used to women being so passionate. It scares them.”
Nike commemorated the 40th anniversary of Title IX with “Voices,” featuring female athletes who defied conventional expectations — Joan Benoit Samuelson, Lisa Leslie, Marlen Esparza and Diana Taurasi — to inspire the next generation to make their own rules.
Creative partners: W+K Portland, director Mark Romanek
Campaign Activation
Nike Women celebrated the 1972 historic legislation that gave rise to modern Women’s athletics by creating an integrated campaign to not only ignite appreciation for the great female athletes who came before, but also actively engage today’s athletes to get inspired.
Digital partner: Razorfish
results & recognition
“Make the Rules” generated 300M+ impressions across the integrated campaign, with digital activations, physical events and media partnerships inspiring the next generation of female athletes to play by their own rules.
“Voices” - Silver Cannes Lion
“Voices” - One Show Finalist
“Voices” - AICE award
Shorty Award Winner - Social Media for Sports