We’ve been working on a new Nike campaign aimed at women that features female athletes and the endline ‘Here I Am’ to encourage young girls to take pride in their love of sport.  Less than 5% of sports coverage in the national press relates to women’s sport.  As a consequence, there is a lack of public interest in women’s sport and a dearth of role models for young, aspiring female athletes.
The campaign launched with takeovers of Sport Magazine and the Dublin Metro and is being followed up with a 6 sheet campaign in gyms and postcard booklets which will be distributed in gyms and sports colleges. Here are a couple of examples:

We also made three short films for the campaign bebo site. Each focuses on one of Nike’s up and coming female athletes, showing not only what it is that makes them inspirational as performers, but gives an insight into their life off the track or pitch.