“Willpower knows no obstacles”: Examining Neoliberal Postfeminist Messaging in Nike’s Transnational Advertisements for Women

Nike, a US-headquartered transnational corporation lauded for its putatively empowering women-centered advertisements, frequently releases nationally/regionally focused advertisements depicting women determinedly engaging in physical activity and, in doing so, overcoming gendered barriers and stigmas. Indeed, the global ubiquity of the empowered (Nike-clad) woman illustrates Nike’s role in advancing women’s empowerment, both in the US and globally. Universalizing “just do it” beyond geographical borders, Nike’s form of transnational feminism centers on a carefully manufactured, Western-centered image of empowered female athleticism. However, this notably contradicts transnational feminist efforts to reject the universalization of Western-centered representations of women. Using a critical cultural studies approach in concert with a transnational feminist framework, we analyze six recent Nike advertisements (the United States, Mexico, the Middle East, Turkey, India, and Russia) and critique the corporation’s universalization of neoliberal postfeminist messaging within its global marketing strategies. We find that Nike utilizes three thematics to extend their caricature of the (Nike-powered) female athlete beyond the spatial and symbolic borders of the US market: responsibilitization, competitive individualism, and empowerment. We conclude that Nike normalizes a white, Western-centered neoliberal postfeminism, undermining the structural and sporting realities of the non-white/non-Western women their promotional campaigning seeks to embolden.