Nike launches female athletes respect campaign

Bizjournals.com - Charlotte, NC, USA - Nike Inc. on Friday launched its multi-platform campaign, "ATHLETE," featuring world-class athletes Mia Hamm, Gabby Reece, Picabo Street and Serena Williams, among others, demanding that female athletes everywhere be respected and judged on their athletic abilities.

After speaking with young female athletes across the United States, Nike found they still feel "unequal" when it comes to being respected in sports.

"I am an athlete," Mia Hamm defiantly states before streetballer Alvina Carroll closes the spot saying ... "It's not a girl thing. It's not a boy thing. It's a skills thing."

"Female does not equal 'less than,' and women in sport need to be respected for their athletic abilities above and beyond anything else," said Nancy Monsarrat, Nike U.S. Brand director.