A new Nike advertisement that breaks stereotypes about women in sport has received much media praise for "empowering" girls to be the best possible – but the sporting giant's adoring cover lacks something crucial.
The "Dream Crazier" commercial, commented by American tennis star Serena Williams, presents several inspiring female athletes in the heat of the competition and encourages girls to "Just do it" and chase their sports dreams. "A woman running a marathon was crazy, a boxing woman was crazy, a woman was dipping? Crazy. Train a team from the NBA … crazy, " The voiceover of Williams says.
The advertisement also features South African athletes Caster Semenya, who have taken legal action against the International Association of Athletics Federations (IAAF), which had decided to reduce testosterone limits in the blood for female athletes. Semenya, whose testosterone levels exceeded the set limit, argued that the regulation was discriminatory and unfair, in a struggle that divided opinion online.
Although the reaction to the ad was generally positive, some people pointed to two great standards: Nike's treatment of women in factories around the world.
A report released by the Workers Rights Consortium (WRC) in 2016 on a Vietnamese Nike factory employing 8,500 people revealed that the vast majority of workers are young women who are victims of numerous rights violations. Women at the Hansae factory have been robbed, verbally abused and worked many hours at temperatures well in excess of the legal limit of 90 Fahrenheit. degrees, the report says.
What about thousands and thousands of abused women in Nike sweatshops? Nobody defends them. I still love this ad, it saddens me that many are forgotten. https://t.co/QXAIcveCX9
– Emily Martinez (@accioinnerpeace) February 25, 2019
A 2017 investigation found that women workers in Cambodian factories who supplied Nike, Puma and other major sports brands fainted regularly due to their deplorable working conditions.
Some on Twitter were sarcastically wondering if it was the Williams or Nike factory workers who really had a hard life and were struggling to overcome, while others suggested that a real "crazy" The dream is for Nike to pay its workers a living wage.
Why is Nike not advertising about their workers in their factories in China, Taiwan, Indonesia, Vietnam, Thailand and other Asian countries? Let's see who has a tough life, the workers there or Serena Williams? pic.twitter.com/EMcoonZdi2
– Mark Levenstein (@LevensteinMark) February 25, 2019
Nike has also been accused of cutting jobs at Hansae's factory and halting production at a heavily planted plant in Honduras, resulting in the loss of hundreds of women workers. who desperately need their work.
Nike faces similar accusations regarding the treatment of its workers for decades. In 2013, a massive fight exploded Nike's factory in Cambodia after the factory refused to increase the monthly wages by 12 dollars.
I love this video, but the last time I read Nike, I still did not pay a living wage to their international employees – a practice that has a huge impact on women and their families. pic.twitter.com/NgMj5lZ0Lf
– 🅙🅤🅢🅣🅘🅝 (@just_jenkins) February 25, 2019
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