MUMBAI: Nike launched the ‘Make The World Listen’ campaign in Mumbai recently, unlocking the power of sport for women in India. The launch was curated through an interactive event for women that spoke about breaking barriers of judgment, expressing themselves with confidence through movement and sport; and subsequently driving positive change in their communities. This event was supported by the presence of some of India’s most celebrated women athletes such as Deepika Kumari, Joshna Chinappa, Poovama, and Harmanpreet Kaur.
In India, cultural beliefs have led women to be judged, preventing them from having the freedom to express and be themselves, to realise their ambition and succeed. Nike wants to continue to empower women through sport, and break through judgement; to drive change within themselves and their communities through three main catalysts – inspirational athletes as role models who have overcome barriers as Nike continues to serve and listen to the voice of the athlete; purposeful design, innovating products with new technology to drive better fit, form and function and finally, diversity and inclusion through movement and sport; acknowledging and supporting variety that unfolds from the gym to the field and via digital fitness platforms.
With innovation at the core of the conversation, a sports bra serves as a functional garment to enable women to move with ease, comfort and support. Hence, no bra, no sport. At the same time, when women are at ease and confident to move freely, this fuels empowerment and self-expression. Some bold women in India have attested to this, making their statement and voices heard earlier this year at the Mumbai Marathon – Shaleena Nathani (Celebrity Stylist), Juhi Godambe (Blogger), Mishti Khatri and Naina Mansukhani (NRC Pacer) – with their self-expressions printed on their sports bras as they ran to the finish line pledging to shatter limiting beliefs they faced. Hence, throughout this campaign, the sports bra is fundamentally highlighted to fuel this movement.
Nike India Pvt Ltd marketing head Keerthana Ramakrishnan says, “Through this campaign our vision is to showcase the sports bra, which is the most important piece of apparel for women athletes, as a symbol of strength and defiance of judgement. We are committed to continuing this legacy by giving women and girls the opportunity to realize their full potential – on the field – and in life.”
For five weeks in Mumbai, Nike will provide women complimentary access to over 13 locations across the city to a variety of sports and fitness activities. Women across India can gain access to Nike’s best Trainers, Coaches and Athletes at Nike Training Club (NTC), Nike Run Club (NRC) sessions. Five Nike stores across Mumbai will offer sports bra fitting services to help find the perfect fit and all who register are entitled 25 per cent off all Nike sports bras at participating outlets - Linking Road New, Bandra Kurla, R City, Phoenix Mall and Infiniti Malad. The excitement will culminate on 11 May, where a pinnacle celebration of sports will be open to all women, topped off with the Make the World Listen Run (3km) to seal their commitment to be heard and make their voices be heard towards positive change
