First campaign for Nike Kids is closing the ‘Dream Gap’ for girls

Research has shown that starting at age five many girls are less likely than boys to view their own gender as smart and begin to lose confidence in their own competence. Cultural stereotypes, implicit biases and representation in media work together to further this issue. This has been referenced as the ‘Dream Gap’.

In the run up to the International Day of the Girl on October 11th Wieden+Kennedy Amsterdam’s first campaign for Nike Kids, brilliantly directed by Riff Raff’s David Wilson, tell girls they’re ‘it’. And they are. They are earth’s future mothers. They’re beyond it.

#youreit Ad We Like.

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