Football And Gender Equality In A Nike Ad Campaign Titled “Never Settle, Never Done”
Sepak Bola Dan Kesetaraan Gender Dalam Kampanye Iklan Nike Bertajuk “Never Settle, Never Done”
DOI:
https://doi.org/10.21070/ups.1518Keywords:
Nike Advertising, Semiotics, Football, StereotypesAbstract
With protests and discussions about gender equality in football and the momentum of Women's EURO 2022, Nike, the world's largest sportswear brand, released an ad titled "Never Settle, Never Done" via a 1 minute 12 second video uploaded via its official YouTube channel, featuring freestylers Rocky Hehakaija, Leah Williamson, Alexia Putellas, Magda Eriksson, and Marie-Antoinette Katoto. This study uses a descriptive qualitative method with semiotic theory from Roland Barthes, the researcher aims to understand the meaning and messages contained in video advertisements by uncovering the myths constructed by the video maker (Nike) based on the tagging system and symbols displayed. Researchers managed to understand that through the advertisement "Never Settle, Never Done", Nike is trying to create gender equality and change the stereotype of football which is synonymous with masculine words and creates the fact that football does not look at gender, race, and so on.
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