Memo Pad: Nike's Women's League... Hearst Is Shaking Things Up...

Nike is tapping talents including Annie Leibovitz and Maria Sharapova for its Make Yourself girl power campaign.

Appeared In
Special Issue
Men'sWeek issue 06/02/2011

NIKE’S WOMEN’S LEAGUE: Nike is ramping up its investment in its Make Yourself girl power campaign, which launched last year. In her first time working with the activewear brand, Annie Leibovitz was hired to shoot the next installment of ads, which feature seven female athletes recruited from a broad spectrum of sports to make up the Make Yourself team. Tennis players Maria Sharapova and Li Na, track-and-field stars Allyson Felix and Perri Shakes-Drayton, soccer’s Hope Solo, dancer Sofia Boutella, and surfer Laura Enever appear in individual and group portraits, one of which features the women in the Nike Victory Bra series, with Leibovitz’s typical cinematic touches, blowing hair, etc.

The ads drop in the August and September issues of Seventeen, InStyle and Glamour, with an emphasis on digital components as well. Nike declined to reveal the ad spend.

“Women’s training is a key category for us,” said Derek Kent, a Nike spokesman. “What we wanted to do was really put a spotlight on women’s training and all the extra effort they have to do to be the best in their respective sports.”


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