1. Nikewomen.com advertisement featuring Serena Williams
Nike Advertisement
Nikewomen.com advertisement featuring Serena Williams

2. Context for the Advertisement
Sneakers, Athletic Clothing Category
Competitors include Adidas, Under Armor, Lululemon etc.
Targeted at young women, re-directs them to Nikewomen.com
- Doesn’t particularly apply to one sport, feminine, cool, doesn’t necessarily “work out”

3. Nike Print AD
Appeared in October Teen Vogue 2009

6. Nike TV Advertisement “Ladies First”
Ran on MTV between September 9th and 14th in 2009

7. Internet Advertisement
Appeared on Quizilla.com between September 1st and 28th--
Quizilla has a 60% female demographic, 49% years

8. Looking at the AD Chopy scenes/sequential photos
Use of consistent type face--almost cartoonish
Illustrated photo of her identifies her as an icon, plays up known features, more feminine musculature
Bold colors, bold movements, bold music
Urban background

9. Implications of the AD Independence--Serena appears alone
Care-free, self-confident
Not the same as an image of an athletic male
Concept of working out can be “delicious”--feminine wording