Sportswomen and Digital Media: Case Study of “Dream Crazier” Campaign

Abstract

The article focuses on popular feminist movements about sportswomen with the example of Nike’s movement “Dream Crazier”. It firstly considers the features of popular feminism, the media’s role as a carrier, and the increased visibility of feminist movements in the digital era. In addition, given the context of the Nike sportswomen campaign, the essay proposes to analyse the engagement of digital media forms, especially posters on sportswomen, with a broader and more effective circulation of feminist claims. The essay contends that by illustrating sportswomen in videos and posters and presenting the discourse of renowned sportswomen like Serena Williams, the campaign conveys feminist appeals on sexual sporting equality, presents female power, and also works with intersectionality that protects equal rights for black sportswomen. This reflects the characteristics of popular feminism in the contemporary period. The essay concludes with further consideration of popular feminism when it refers to the relationship between celebrity figures and commercialized companies.