Nike “Make The World Listen”:
Defying the patriarchy
one event at a time.

Imagine a world where women can’t do sports because people believe sports bras are shameful. Or that sports destroy women’s reproductive organs. That world is Mumbai. Where age-old superstitions and social norms have stopped women from pursuing the sports they love.

Nike wanted to launch a fully integrated campaign that smashes these stereotypes and get Indian women moving.

To defy the idea that some sports are reserved for men-only, we held more than 80 pop-up events around Mumbai where women got to try different sports for the first time. To change the mindset about sports bras being shameful, we organised marathons where women ran the city in their bras. To help people realise sports and sportswear weren’t harmful to bodies, we had educational spaces that taught women just that.

The result: 2,200 women ran in their bras for the first time. 127m in reach, 40m engagements on social, and 13% business growth for Nike’s women active wear in Mumbai.