Nike Russia takes on gender stereotypes in sport

Nike Russia has launched “Made of…”, a campaign that aims to shine a light on and dispel gender stereotypes in sport.

A key element of the campaign is this two-minute film that highlights the expectations placed on women and girls even from childhood.

The film sees a young girl perform the well known Russian children’s song What are our boys and girls made of? with a twist. To the surprise of the audience, the singer changes the lyrics: no longer are girls made of “flowers and bells”, but of iron, dedication, perseverance, bruises, independence, dignity and achievements.

A number of high level Russian sportswomen (along with an actress) appear in various parts of the auditorium, performing moves from their various disciplines and offering encouragement to the young singer. Among the sportswomen featured are mixed martial arts champion Anastasia Yankova and figure skating Olympic champion Adelina Dmitriyevna Sotnikova.