Nike’s 2017 campaign "What are girls made of?" centers on redefining female identity through action and achievement, reinforcing the brand’s proposition that personal worth is shaped by what you do rather than societal expectations or stereotypes. By linking self-definition directly to effort, perseverance, and accomplishment, the campaign aligns with Nike’s overarching promise to empower individuals to push boundaries and redefine limits, particularly targeting young women navigating their self-image and aspirations.
The campaign’s market strategy leverages a deep cultural insight into evolving conversations around gender roles and female empowerment. Recognizing a growing demand among women for authenticity and agency in their representation, Nike positions itself as a champion of this shift. The creative angle challenges traditional notions by asserting that girls’ identities are composed not of prescribed attributes but of their actions and choices, thus encouraging a mindset of self-determination. The use of emotionally resonant storytelling in film format, combined with the viral potential of digital channels like YouTube, allows the campaign to engage a broad, young, socially aware demographic in the Netherlands and beyond. The strategic incorporation of hashtags such as #BelieveinMore and #JustDoIt extends the narrative into social conversations, fostering community interaction and brand affinity. Overall, the campaign successfully connects with an audience eager for brands that reflect and support progressive ideals related to gender empowerment within the fashion and lifestyle domain.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This Nike campaign, "What are girls made of?", centers its message on empowering female audiences by showcasing inspirational imagery and messaging that aligns with Nike’s core "Just Do It" ethos. While there’s no explicit problem–solution arc or story with product causality, the campaign leverages aspirational cues: the hashtags #BelieveinMore and #JustDoIt, and the rhetorical titles, suggest it highlights girls and women who embody confidence, strength, and achievement. By directly associating the brand with these empowered profiles—likely female athletes or aspirational figures—it invites viewers to see themselves in these roles, a textbook example of Associated User Imagery. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Adidas – Positioned as an innovative sportswear leader blending performance technology with streetwear appeal. Adidas leverages collaborations with celebrities and designers to stay culturally relevant while emphasizing sustainability and heritage in its product lines.
2. Puma – Differentiates through a strong focus on lifestyle and fashion-forward athletic wear, targeting a youthful market with bold designs and partnerships in music and pop culture, balancing sport performance with trendy aesthetics.
3. Under Armour – Focuses on cutting-edge athletic performance gear with advanced fabrics and technology, targeting serious athletes and fitness enthusiasts seeking durability and innovation to enhance training outcomes.
4. New Balance – Known for comfort, quality, and heritage craftsmanship, New Balance appeals to both athletes and casual consumers with a focus on domestic manufacturing and inclusive sizing, emphasizing authenticity and tradition.
5. Reebok – Emphasizes fitness and training culture with a niche in CrossFit and functional training communities, combining performance apparel with a retro-inspired design approach to attract both athletes and lifestyle consumers.
Q: What is What are girls made of?, What will they say about you?, T... about?
A: What are girls made of?, What will they say about you?, T... is a 2017 film campaign created by Wieden + Kennedy for Nike in the Netherlands, targeting the fashion and apparel market. The campaign centers on redefining female identity through action and achievement, asserting that personal worth is determined by what you do rather than by societal expectations or stereotypes. Through emotionally resonant storytelling and the use of hashtags like #BelieveinMore and #JustDoIt, the campaign aims to empower young women to embrace self-determination and confidence, aligning with Nike’s long-standing ethos of motivation and achievement.
Q: What creative device does What are girls made of?, What will they say about you?, T... use?
A: What are girls made of?, What will they say about you?, T... employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device showcases user profiles that the target audience can relate to or aspire to, in this case highlighting empowered female figures who embody confidence, strength, and achievement. By associating Nike with these aspirational profiles, the campaign invites viewers—particularly young women—to see themselves reflected in these empowered roles, reinforcing the brand’s core Just Do It ethos through relatable and inspirational storytelling.
Q: What is the campaign proposition for What are girls made of?, What will they say about you?, T...?
A: The campaign proposition for What are girls made of?, What will they say about you?, T... positions Nike as a champion of female empowerment, targeting young women navigating issues of self-image and aspiration within the fashion and lifestyle sector. The brand asserts that identity is shaped by effort, perseverance, and accomplishment, not by prescribed attributes or stereotypes. By tapping into evolving cultural conversations around gender roles and authenticity, Nike seeks to foster a mindset of self-determination and agency, engaging a socially aware audience eager for progressive representation and meaningful brand alignment.
Q: How does What are girls made of?, What will they say about you?, T... rank in Clapboard's archive?
A: What are girls made of?, What will they say about you?, T... holds a Clapboard Campaign Score of 82/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of fashion and gender empowerment advertising.
Q: Who are the competitors in Nike's category?
A: In Nike’s category, Adidas stands out as an innovative sportswear leader blending performance technology with streetwear appeal and cultural collaborations, while Puma targets a youthful market through bold, fashion-forward athletic wear and pop culture partnerships. Under Armour focuses on high-performance gear and advanced technology for serious athletes, New Balance emphasizes comfort, quality, and heritage craftsmanship with inclusive sizing, and Reebok carves out a niche in fitness and training culture, particularly within CrossFit and retro-inspired design communities.
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