Commonplaces are present in every angle of life whether they are direct or hidden within a larger context. Particularly, advertisements are a powerful way in which various industries and businesses either reinforce or challenge these shared notions within a society. For example, in accordance with the rising women empowerment movement of the 21^st century, Nike produced an advertisement within a larger campaign titled “Dream Crazier” which showcases a wide array of successful and inspiring female athletes who have conquered countless challenges despite pervasive gender stereotypes and accomplished their dreams displaying their commitment to themselves and their sport.

https://www.youtube.com/watch?v=zWfX5jeF6k4

Throughout the advertisement, Nike presents multiple scenarios where female athletes are negatively labeled for displaying certain behaviors such as expressing intense emotions or performing incredible athletic acts. By doing so, the difference in the reaction and treatment of male and female athletes is made apparent. When a female tennis player is angry and slams her racket, she is unhinged, hysteric, and irrational; when a male tennis player does the same, he is passionate about the game. Similarly, when a woman sets a world record, “there is something wrong with her,” but when a man does, he is exceptional and admirable.

However, in the climax, Nike proceeds to transform these negative labels such as “unhinged”, “irrational”, “hysteric”, “wrong”, and “crazy” into labels with positive connotations. Nobody ever accomplished anything by being ordinary. If being “crazy” is what is going to take to win medals, set records, and change the world of sports for female athletes, then “Dream Crazier.” Additionally, the inclusive assortment of all different types of sports, especially those that are often male-dominated, further pushes for women to have equal opportunities to expand their interests without the discouragement from society.

As one of the most influential and well-known brands in the sports industry, Nike hopes to use their large platform to reach the hearts of young female athletes to encourage them to pursue their dreams while combatting gender stereotypes within society.