What do Colin Kaepernick, Serena Williams and Caster Semenya have in common? Despite each facing controversy in their sporting careers, they're all stars in Nike's inspirational 30th-anniversary campaign, filled with fiery new words to live by...
The collaboration involves the sale (with all of the proceeds going to Femme) of an exclusive t-shirt, designed by visual artist Lady Skollie that celebrates the vulva, to advance sexual health education in communities.
“Generation Z is fast becoming the dictating voice. This means that quality over quantity is the deciding factor when making purchases. Despite being the poorest generation, Gen Z is reshaping the way brands operate and, in the process, give rise to high value and high returns,” she says.
She adds that Gen Z isn’t asking for much. “It doesn’t have to be as fancy as an over-the-top ad campaign or product, it can be as simple as the number of women of colour and non-binary people employed by your brand, equal and fair pay or how you handle instances of sexual harassment.”
While it may risky to weave your social awareness into your business, Abrahams says the benefits outweigh the risks. And in the process, you are able to impact and shape society. “We have the potential to become agents of change and change the way people think for the betterment of society,” she says.
Abrahams returns to Sinek's Ted Talk and says “You sell to people who believe what you believe. What you do merely serves as proof of what you believe.”
But she warns that it has to be sincere: “Trust me, we can tell when it’s forced.”
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