"Victory Swim"

11 November 2020

90s

Make a splash.

Modest swimwear takes centre stage in this instalment of Nike's campaign for inclusivity in sport. Framed by a mother teaching her daughter to swim, the kinetic film demonstrates how breaking down barriers which keep women out of the water has benefits for everyone - whether on a personal, familial, or competitive level.

While Nike has the global heft to absorb any major backlash from customers, it's still a significant move to continue to push for sporting equality in divisive, hateful times. With fascism on the rise worldwide, it's more important than ever that major brands continue to emphasise that their products are intended for all.

Director Sara Dunlop has done a lovely job here, blending pacy sports action with beautifully-shot underwater work to emphasise the advertised range's utility. Blink-and-you'll-miss-them mermaids are a fanciful addition to the film's textured approach, too.

Global

Sportswear