Throughout this article we’ll discuss scoopkeeda some of the stereotypical behaviors surrounding race and gender in sports. We’ll look at why some sports are seen as more masculine than others, how athletes are treated in sports, and how Nike is addressing these stereotypes in their marketing campaigns.
Appropriate for women
Historically, sport has been seen as a masculine realm, and female athletes are largely disadvantaged by their gender. This is especially true for athletes who do not fit the traditional definition of “girl” and “boy.” For instance, women who do not conform to gender stereotypes are pushed into sports that focus on femininity. They are also discriminated against by their fellow athletes.
Although athletes of all genders can participate in sports, there are a limited number of gender-appropriate sports. However, in these sports, athletes can conform to the expectations of society. They can be perceived as more positive role models, and their athletic abilities may be rewarded.
Nike has been known to promote women’s sports, but they also have a history of reinforcing hegemonic masculinity. In their commercials, they show male athletes competing in traditionally feminine sports, while highlighting their masculinity. This strategy may be promoting gender stereotypes in sport and in work. It may also be reinforcing gender inequalities in family life.
Men’s sports are viewed
Historically, sports have been regarded as a realm dominated by men. However, there is evidence that a growing number of women are participating in sports and enjoying the health benefits associated with doing so. However, many sports are still viewed as unsuitable for women. This is mainly due to gender stereotypes.
One of the major ways in which sports perpetuate gender stereotypes is through advertising. Companies like Nike use gendered stereotypes about sports to make their commercials more appealing to male viewers. While some of these commercials might seem progressive, others still rely on gendered stereotypes to sell sports.
The commercial titled “Possibilities” encourages athletes to break the limits of traditional sports. This commercial features a male athlete who is told to change sports. The narrator then encourages him to take on the more masculine sport of soccer. The athlete is rewarded for his efforts by playing a professional match with soccer player Gerard Pique.
Brand activism efforts
Despite the company’s claims of promoting gender equality, Nike’s brand activism efforts around race and gender stereotypes in sports are largely ineffective. Instead, it is merely replicating messages that deter participation in sports and contribute to gender stereotypes.
Nevertheless, Nike continues to support Black Lives Matter. It also supports Colin Kaepernick, a Black NFL quarterback who started a wave of protests against police brutality by refusing to stand during the national anthem. While the company supports the cause, it has come under fire for its corporate practices, which may reflect a conservative political outlook.
Nike’s brand activism efforts about race and gender stereotypes in sports can seem revolutionary to progressive consumers. But this is a marketing tactic that hasn’t changed much in a society that still structures itself around patriarchy and racial capitalism. It might even be insincere.
Nontraditional athletes
Generally, female participation in most sports is considered unfeminine. While society may become more accepting of female athletic participation, it is still a contradiction to traditional beliefs. In the media, gender stereotypes continue to play a role in depictions of athletes.
For the most part, the sports media commercial complex is dominated by male athletes. This is partly because advertisers continue to view men as the main consumers of sports. As a result, they are not motivated to portray socially progressive content in commercials.
In addition to traditional athletes, Nike also features nontraditional athletes. However, these athletes are often depicted in a way that downplays their athleticism. This may discourage viewers from participating in sports with these athletes.
Approach of clearly
Among the many things that make Nike a unique company is their approach of clearly delineating their products by gender. They not only focus on sports, but also on clothing, equipment and other accessories.
Nike has created products for underserved communities and has used a variety of new technologies to further their efforts. They have also developed new marketing initiatives and launched physical stores in various parts of the world.
Finally
Nike’s use of plus-sized models in their ads also represents their efforts to promote acceptance of different body types. Their marketing campaigns also focus on emotions and inspiration.Nike has also been active in their support of the Black Lives Matter movement. They have also contributed close to $82 million in community development efforts in 2019. This year, they have launched a maternity line of activewear, Pro Hijab, and other products.
