“Juntas imparables” “[unstoppable together]”: “Femvertising” as a nike advertising strategy

Abstract

At a time of visible feminism, many companies use “femvertising”, a type of advertising that is formally committed with equality, but which is suspect because of its intrinsically commercial quality. This paper analyzes this phenomenon, using Nike as a case study to determine if the brand is adequately working for gender equity and the autonomy of women and girls. The conclusions show that it is possible to create a commercial communication strategy that helps improve the relationship between women and sports, promoting female empowerment.