I love it when fitness and sports brands embrace diversity! Nike is one of the best companies out there doing this. They always portray different ethnicities of women all looking incredibly powerful as they excel in their chosen sport and last week they released a new music video Da Da Ding. It’s part of Nike’s new Just Do It campaign and stars a whole roster of leading Indian athletes, all of them urging India’s next generation to break conventions and define their own success by bringing sport into their lives.
Have a watch of the video here. Every time I watch or listen to it I am tapping my foot or nodding my head along with it!
I absolutely love the music video because it’s all kinds of epic. From the women and sport they showcase to the music used and the clothes worn. If I could I would buy all of Nike right now.
Created in collaboration with Wieden+Kennedy Delhi, directed by French director François Rousselet and set to a thumping anthem by Gener8ion, featuring American rapper Gizzle, “Da Da Ding” charts the rise of female sport across a diverse range of passions, including basketball, football, running, training and India’s national obsession: cricket.
In the picture at the very top you can see all the athletes and women featured in the video. From from left to right, Joshna Chinappa, Shweta Hakke, Rani Rampal, Gabriella Demetriades, Ishita Malaviya, Jaie Bhadane, Deepika Padukone, Naina Mansukhani, Swetha Subbiah, Jyoti Ann Burrett and Tanvie Hans
These women are all incredible athletes and here is a little about some of them.
Joshna Chinappa,- squash player ranker number 10 in the world. She is the youngest Indian women’s national squash champion and is also the only Indian to win the British Squash Championship title
Shweta Hakke – sprinter who recently won the women’s 100m gold in a time of 12.55 at the Mumbai City (suburban) Athletic meet in 2015. She did this moments after also having won gold in the long jump.
Rani Rampal – hockey player who was only 15 when she joined the Indian women’s national field hockey team. In 2010 she became the only Indian to have been nominated for the International Hockey Federation (FIH) Women’s Young Player of the Year Award.
Ishita Malaviya – india’s first ever professional female surfer who also co-founded one of the country’s first ever premier surf schools.
Jyoti Ann Burrett – striker for the Indian women’s football team
Tanvie Hans – India’s first woman footballer who plays the sport professionally in Europe. In July 2013, Tanvie was picked to play for Tottenham Hotspurs Ladies FC.
I would love videos and campaigns like this: using athletes from all over the world to become normal and commonplace. As lovely as it is to see models wearing clothes, I am far more interested int he lives of women who have chosen to pursue a career in professional sport, especially if along they way they also break boundaries.
(And this below is an extra brilliant touch from Nike for all the people out there who can read Hindi!)
All images courtesy of Nike