Nike seem tired of “Just do it”. Instead they now use the payoff “Here I am” in their efforts to strengthen their brand among women. In this ad they are using Maria Sharapova, the famous Russian tennis player with sponsor contracts that makes Bill Gates blush.
Being a tennis fan and an avid tennis player myself, I must say that Maria Sharapova really annoys me. She screams like she is in labour every time she hits the ball and also takes approximately one hour in between points (20 seconds is allowed if I remember correctly). It is a shame that Justine Henin-Hardenne quit.
My favorite is Roger Federer. He is taking tennis to a new level. And he also features in this rather funny commercial.
Nike are using more than Sharapova in the ads; they also have athletes like Nicole Sanders and Delphine Delsalle, with some great videos and stories available at nikewomen.com. If you take a look, there may be some other story you prefer.
Rachel
(working on behalf of Nike)
08-09-29 15:15
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