Nike Right To Run
Art Director, 2022
Published in: The Guardian (UK), Sowetan (ZA),
The Citizien (ZA), M&G (ZA), Sunday Times (ZA)
How good can a woman be until she's too good to be a woman?
Together with Nike, we created Right to Run, a print to stand alongside Caster Semenya and challenge the regulations imposed on athletes with DSD (differences in sexual development). Facing arbitrary track bans and unfair scrutiny, Caster’s journey exposed a broader issue: the world’s narrow and limited idea of how strong, competitive, or dominant a woman is "allowed" to be.
Through a targeted print and social campaign, we aimed to elevate Caster's triumphs, dismantle public misconceptions, and spark an urgent conversation about equity in athletics. Her story is a reminder that the right to run belongs to everyone and that pushing the boundaries of sport is how we move the world forward.
Together with Nike, we created Right to Run, a print to stand alongside Caster Semenya and challenge the regulations imposed on athletes with DSD (differences in sexual development). Facing arbitrary track bans and unfair scrutiny, Caster’s journey exposed a broader issue: the world’s narrow and limited idea of how strong, competitive, or dominant a woman is "allowed" to be.
Through a targeted print and social campaign, we aimed to elevate Caster's triumphs, dismantle public misconceptions, and spark an urgent conversation about equity in athletics. Her story is a reminder that the right to run belongs to everyone and that pushing the boundaries of sport is how we move the world forward.
CREDITS
Agency: W+K Amsterdam
Creative Directors: Evgeny Primavchenko, Craig Williams
Art Director: Sabela Ros
Copywriter: Érika Moreira
Motion Graphics: Serhii Serbin