Aug. 6, 2011 @ 5:32 PM _

I was feeling nice tonight and decided to type this out for you. The test says, “Look at me, study me and understand me. Then, and only then, can you make my running shoes. I’m not a snall, pink version of a man. My joints are more flexible, so I need more flexible mid-soles. My hips are winder, so I need a more stable crash pag. I have a lower food height, so I need a wider foot bend. And my heels are thinner, so I need a socker liner with a snug heel. How do I know this? Because I can feel it and because Nike’s bimechanic research for the past 35 years has proved it. So why are they the only ones making shoes based on these thindings? Maybe because they spend more on research than all other running companies combined. Maybe because they are a company named after a female goddess. Or maybe, just maybe, its because I send them emails every week with ideas on fit, fabric, features and design. I’m Lauren Fleshman. I’m a runner and I’m a woman.”
What is your impression of this campaign? It’s a good talk, for sure, but I’m still a bit incredulous. I’ve seen some of the things they print of their girl’s and women’s shirts and wonder about their sincerity to this campaign. 

I was feeling nice tonight and decided to type this out for you. The test says, “Look at me, study me and understand me. Then, and only then, can you make my running shoes. I’m not a snall, pink version of a man. My joints are more flexible, so I need more flexible mid-soles. My hips are winder, so I need a more stable crash pag. I have a lower food height, so I need a wider foot bend. And my heels are thinner, so I need a socker liner with a snug heel. How do I know this? Because I can feel it and because Nike’s bimechanic research for the past 35 years has proved it. So why are they the only ones making shoes based on these thindings? Maybe because they spend more on research than all other running companies combined. Maybe because they are a company named after a female goddess. Or maybe, just maybe, its because I send them emails every week with ideas on fit, fabric, features and design. I’m Lauren Fleshman. I’m a runner and I’m a woman.”

What is your impression of this campaign? It’s a good talk, for sure, but I’m still a bit incredulous. I’ve seen some of the things they print of their girl’s and women’s shirts and wonder about their sincerity to this campaign. 


  1. livefromthecouch reblogged this from feminist-blackboard
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  4. girlzwithiron reblogged this from feminist-blackboard and added:
    i fell like running.
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  7. windandthekite reblogged this from feminist-blackboard and added:
    Having picked over various sportswear in the past, I’ve noted how all the market leaders (Adidas and Nike, I’m looking...
  8. designengineerinnovate reblogged this from feminist-blackboard and added:
    Whilst I’m not exactly sure Nike can claim to be feminist, I love the message behind this particular ad. It speaks to...
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  14. confessionsofmylove reblogged this from feminist-blackboard and added:
    I was feeling nice tonight and decided to type this out for you. The test says, “Look at me, study me and understand me....
  15. nikkidekker reblogged this from feminist-blackboard and added:
    So the fancy different shoe techniques for women, with the careful study, seem more like a marketing trick to me than...
  16. newageamazon reblogged this from miseryxchord and added:
    So long as they use Ben Roethlisberger and Kobe Bryant as spokesmen, they can throw out all the real or faux-empowerment...
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