Nike Dream Crazier
Campaign · 2019
Serena Williams narrated Nike's women-athlete film, which reached 11.1M YouTube views.
victoria azarenka
@vika7 · Feb 24, 2019
"If they think your dreams are crazy, show them what crazy dreams can do" #justdoit
Allyson Felix
@allysonfelix · Aug 16, 2019
Our voices have power. NIKE has contractually provided maternal protection to the female athletes they sponsor. I’m grateful to NIKE leadership for believing that we are all more than athletes. THANK YOU to the brands who have already made this commitment. Who is next?
Spread Score
How it worksNumbers
- Campaign media impressions by mid-2019; agency claim via Merca2.0
- 370M
- Self-reported · Merca2.0
- Seed to milestone
- 2 days
- Feb 24 ’19 to Feb 26 ’19
- Platforms
- 5
- Started on X
- Origin
- Mixed
- Sports
How it spread
Trace the originNike launched the film through athletes' posts and an Oscars placement. Viewers shared it and Ellen made a parody. Athletes later turned its equality message against Nike's maternity-pay policies, which the company changed.
Documented milestone; not a measured attention peak.
Timeline (15)
February 2019
nss magazine precursor · Feb 22 ’19
nss announced the women-only campaign and its planned Oscars debut.[1]
Adweek press · Feb 24 ’19
Adweek covered the Wieden+Kennedy film before the Oscars telecast.[7]
Join free to see why it worked and the other 12 events. Free, on every case.
Do this
- 1Give a broadcast launch a social artifact that people can share in full.
Every number (9)
- Nike YouTube film, through Dec 1; historical platform figure“11.1M”11.1M[22]
Press (13 outlets)
- Feb 24, 2019same day
Adweek · Nike and Serena Williams Redefine What It Means to Call a Female Athlete Crazy
You’ve seen 1 of 4 steps, 1 of 9 numbers and 1 of 13 outlets. Pro opens the rest, with all 27 sources.
