Find Your Greatness

Boxing design fitness inequality muslim Nike sport Advertising social awareness

Nike for Muslim Women in Sports

Piggy backing on the "Find your greatness" tagline by Nike, I decided to add another issue that I don't feel has been given enough attention. The misrepresentation of women in sports, particularly Muslim women.

**Nike is not in partnership with this project nor are they affiliated with this account. P.s Please don't sue me.. k thanks**

This campaign is about the prejudice, misconception and misrepresentation of Muslim women in sports. But really, its about women and their abilities being taken seriously and not downplayed because of their race, religion or social standing. Women have it hard enough as it is, sports shouldn't be another they have to fight about.

Muslim Women in Sports

According to research conducted by Duke University, depending on the country, women in Muslim parts of the world have varying experiences; they face different obstacles in trying to participate in sports. Even so, these female athletes have a few things in common. They all must try to navigate the complexity of their identities. Individually, girls and women make decisions for themselves based on their values, obligations, expectations, affinity to sport and whatever else it is that makes them who they are. Below, we’ll explore some of the ways girls and women in Muslim countries might experience sport. Keep in mind that there is no single “female Muslim” experience. (Isard, 2016)

Muslim women in the media: a serious case of misrepresentation

The media does not seem to portray Muslim women in a the positive light, as coverage is targeted and discriminatory, portraying us as either oppressed and violent or naïve and unintelligent. The media has had a regular occurrence to see Muslim women humiliated in some way. (Malik, 2020)

Boxing is one of the sports that were once male dominated, until recently. A survey done in the UK revealed that the percentage of female boxers has increased to 40% as boxing, wrestling, MMA etc. are considered masculine sports that only men are to partake in.

I decided to use boxing as it is one of the sports that are wildly associated with masculinity.

Executions