First, let me apologize for being a tad tardy to this topic. The American blogosphere moves quickly (particularly during a World Cup) and its celerity beat me on this one.

Late last week, questions of sexism and male privilege were raised over this Nike ad entitled “Paving the Way”:

The general consensus is that the ad was well done. It worked. It was poignant, on-message and sweet. However the lack of female voices in the ad was noted. Particularly by a blogger named Amanda who wrote:

“What Nike is saying here, intention aside, is that only boys can be inspired by the men’s national team. Only boys can take pride in “that goal,” or the other goal. Girls? You’re invisible, and therefore irrelevant, unless you grow up “hot” and we can use your body to sell shirts for the men’s team.”

Amanda also mentioned a post by Jennifer Doyle of http://fromaleftwing.blogspot.com who expertly noted the sexist undertones of Nike’s Write the Future ad; a commercial that some have described as the greatest ever.

The “Paving the Way” ad was apparently the last staw for Doyle who promptly posted:

“The US Women’s National Team (also sponsored by Nike) needs to get a divorce, and quick.”

The issue was also summarized by Jason Davis, purveyor of http://matchfitusa.com; one of the most prominent voices in the American soccer blogosphere. Davis commented:

“If there’s sexism there, it’s passive; while it’s unfair to imply by exclusion that girls cannot be as equally inspired by Donovan and Co. as boys might be, the reality of the matter is that boys are perceived to be in greater need of American inspiration.”

One caveat: for whatever reason I’m typically completely blind to sexism unless the phrase “MEN ARE INHERENTLY GENETICALLY SUPERIOR TO WOMEN SO SHUT UP PLEASE” is included (which would be super convenient). Blame it on my idealistic naiveté or my general lack of analytical brain power.

That being said, I’m rather compelled by Amanda’s sentiment as to why there are no girls in the ad that asks, “In order to be inspired by the MNT this time, you have to be a potential MNT player in the future?”

Certainly not, right? There wasn’t a single young American girl inspired by Landon Donovan’s goal that was worthy of being invoked in the ad? Again, certainly not.

However. I have a devil on my shoulder that’s urging me to disagree me to politely disagree with both Amanda and Jennifer Doyle. I’m equally compelled by the thought that yes, this is an ad targeted to the next generation of the United States Men’s National Team. It excludes females because a similar ad for the United States Women’s National Team would likely exclude the presence of any males. Is it exclusionary? Absolutely. But sexist? Meh.

One note: it was sad to see Beau Dure’s name get caught up in the crossfire. Dure has been one of just two media members (what’s a good euphemism for ’highly-esteemed blogger’?) that have actually cared about WPS when they totally don’t have to. The other being Richard Farley. Perhaps there are more but their names escape me at the moment.

And beyond that, the Nike ad is eerily similar to the one produced around the time of Mia Hamm’s retirement by Gatorade ca. 2004:

While the set-up is a little different, the end result is the same. And is there any irony to the fact that Landon Donovan - whose goal has sparked this entire topic - is actually featured in the ad itself?

Regardless of its flaws (and there are many), Nike has helped raise the visibility of female athletes more so than any other sportswear brand. It also did its part to augment the profile of the U.S. Men’s National Team during this World Cup. So perhaps it would be worthwhile to stay faithful to the corporation and hope it can do the same for the USWNT in Germany next year. (Although admittedly I have my doubts.)

One thing that’s different from 2007 is that there is (and hopefully will still be) a professional league for Nike to cull already-established narratives and names from. A lot can change in a year’s time but WPS has already produced a few moments of fairly compelling storylines in the rise of A-Rod (who of course is actually endorsed by Puma), Abby Wambach’s continued dominance in the game, the promise of the 89′ers (Kelley O’Hara, Casey Nogueira*, Tobin Heath*, Alex Morgan*) and the evergreen status of legends like Kristine Lilly, Kate Markgraf and Christie Rampone.

That is to say, much more compelling (and relevant) storylines than Hope Solo’s Redemption Tale. It’s done. She earned it in back in 2008. We’ve moved on.

Additionally, hopefully Nike can eschew the “The Star Of This Team Is The Team” ethos that drove the marketing campaign of the 2007 Women’s World Cup. Is it admirable? Yes, of course but it’s also extremely boring. Focusing on the team doesn’t generate any interest in the individual players, thereby glossinging over unique traits that could be compelling to a larger audience. It worked for the 99′ers granted, but can lightening reasonably strike twice?

It will always be about the team. But who’s to say that team can’t be made up of intriguing voices?

I’m sure I’ll catch some flak for this thought but that’s ok.

The bottom line is that Nike has certainly had some misses in the past. And depending on your point of view perhaps some might be more egregious than others. Hopefully the United States Women’s National Team will get a nice run-out by the folks at Nike next year. They’re the best women’s soccer team on the planet, damn it, and have been for a long, long while. Surely that must count for something.

We all know what Nike can do:

But then, judging by the disappointing World Cup performances by nearly every player in that ad, maybe it’s actually best for Nike to leave the USWNT alone.

View Original Post at allwhitekit.wordpress.com

• Filed Under:  
• Soccer, Sports, SportsPLUS, OpEd, Media/Marketing, Sexism, FIFA

This post is related to an ongoing Story::

• World Cup
• Nike World Cup Ad

There are 2 comments on this post. Join the discussion!

tmhollins

Thank you for posting this. I'm very disappointed by the ad. Not ONE single female voice in that ad. I watched EVERY single world cup game.....I guess my viewing doesn't count. These companies definitely need more female athletes working for them. I'm glad to have this site. I know I can follow all the female athletes from around the world here. Thank you.

Tuesday, July 6, 2010 at 10:47pm PDT

tmhollins

I also can't wait for the Women's World Cup in Germany next year. I'm hoping I can make it out there!

Tuesday, July 6, 2010 at 10:48pm PDT