The campaign, aptly titled Beautiful x Powerful, is Nike’s first footwear collection that has been inspired by female athletes and their “boundary-breaking accomplishments”.
Some of the women celebrated include Caster Semenya, Charne Bosman, Serena Williams and Mapaseka Makhanya, to name a few who are currently endorsed by the sportswear brand.
The slogan for the campaign is “There is no finish line” and speaks to the power Nike has had in the lives of ordinary people, inspiring them to reach goals they never imagined possible.
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Nike borrowed this mantra from legendary long distance runner, Joan Benoit Samuelson, who ran and won the first ever women’s marathon in Los Angeles in 1984. This was at a time when the world believed that women were not physically capable of completing a long-distance run longer than 1 500m (1,5km).
The Beautiful x Powerful collection is a re-imagination of four Nike cult classics, including the Cortez (what a throwback!), the Air Max Thea Ultra, the Air Hurarache, and the Air Presto.
Here’s a gallery of the full collection: