Don’t Congratulate Nike So Quickly

Today’s New York Times carries this story on Nike’s new ads featuring female athletes.    According to the Times, the Nike ads  proclaim the message that  “We’re athletes, so ditch the female modifier.”   The new ads sound great, and I’ve enjoyed Nike’s previous ad campaign (see here), but I’m not sure that all of these new ads are as celebratory and pro-female as the Times (and Nike) suggest.   The ad featuring Serena Williams, shown at top left, has the caption, “Are you looking at my titles?”   The answer, in my opinion,  is no; we’re looking at your chest, and that’s exactly how Nike wants it.   In the second photo, below left, why the tight t-shirt with breasts bracketed by the crossed arms and the “ATHLETE” printing?   The shirt and pose show off Ms. Williams’ muscular physique, but so would an action shot of Ms. Williams playing tennis.   If we are celebrating women’s sports, let’s do so.   But let’s stop emphasizing women’s body parts over their game.

-Bridget Crawford