Written by-Prachi Mittal
Edited by- Ananya Julka
In episode 1 of the sport series, we stressed on the importance of sport psychology. If you have not read it already, do check it out-
https://samagrafoundation.blogspot.com/2020/09/the-championship-mindset.html
Episode 2
Nike is a brand that puts a lot of emphasis on marketing by creating ad campaigns which seem to promote “inclusivity” and fight social injustice. Their ad campaigns have always been very popular with the masses and the credit for its success goes to the athletes featuring in it and the social message it seems to stand by. Earlier in 2019, they launched a women-oriented ad campaign called “Dream Crazier”. It was an instant success that attracted a lot of media attention and bagged several awards including an Emmy. But do they really practice the “inclusivity” they preach the world?
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| "Dream Crazier" campaign by Nike featuring Serena Williams |
Much
to the surprise of the general public, the brand is under fire for physically and
mentally abusing the athletes they swear to support. This is especially true
when the athlete training under the brand or promoting it needs help.
Today, we bring to you the story of two such athletes who dared to raise their voice against the sports giant, Nike.
Body Shaming Young Girls:
Mary Cain was the fastest girl in America until she decided to join Nike. The athlete set many national records and was a straight A student.
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| Mary Cain |
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| Oregon Project at Nike sponsored training for young, talented athletes |
Alberto Salazar - world’s most famous track coach told her that she was the most talented athlete he had ever seen and asked her to train with Nike at the age of 16. She moved out to train with him and his team constituting of the world’s fastest athletes at Nike’s Oregon Project. She had no idea what awaited her.
She dreamt of being the fastest
female in the world after joining Nike, but instead she was emotionally and
physically abused. She was forced to become thinner, below healthy levels –
with a severely low weight of 114 lbs. The reason behind it being the belief
that the thinner she was, the easier it was for her to run faster. There was no
certified sports psychologist or nutritionist for the team, just Salazar and
his friends who hardly knew anything about the female physiology. She was weighed
publicly and humiliated for not reaching the ‘benchmark’.
Salazar
wanted to give her birth control pills and diuretics (which are not allowed on
the field) to lose weight. She was not focused on her game, but on her weight.
Her performance worsened with passing time. Because of her unhealthy weight,
her estrogen levels dropped and as a result of that, she didn’t get any period
for 3 straight years. Normal estrogen levels are required for a good bone
health. Because of her low estrogen levels, she broke five bones.
She
was scared and alone, but there was no help in sight. Everyone she reached out to
told her to listen to Salazar. She had suicidal thoughts and was cutting
herself. She finally told her parents, who called her home on the next flight.
She dropped her dream of being in Olympics and left the team to be able to
survive. After this incident, instead of investigating into the matter, Nike
instead named a burnished building on Salazar in its headquarters. This sparked
a wide range of protests from its female employees against the mistreatment of
women. They were threatened termination by Nike if they spoke to the media.
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| Women employees marching against Nike after allegations by Mary Cain |
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| Nike's Media policy on its employees and their media interaction |
Now,
Alberto Salazar has been banned for 4 years on charges of doping and Nike CEO,
Mark Parker stepped down in January 2020. Their Oregon Project was shut down
for good.
8
more athletes from the team have confirmed about her claims and Nike is
investigating. But Salazar has denied all the claims.
Maternity
Leave for Athletes?
Is the idea of pregnancy and athletics co-existing crazy? Alysia Montano – Olympian, national champion and one of the top three runners in the world was told that her agreement would be paused and payment stopped by Nike, for getting pregnant. Sports industry allows men to have a full career but pushes women out when they want to have a baby. Not just sponsors, even US Olympic committee strips health insurance if athletes don’t stay the top of game during pregnancy. She decided to leave Nike and joined ASICS instead, where she was told that she won’t be paid during postpartum.
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| Alysia Montano ran at 8 moths pregnant and wore a flower to assert her femininity |
She was disappointed with the treatment they gave her but she didn't back down. She trained by taping her abs and wearing braces and ran at 8 months pregnant to promote exercise during pregnancy.
People weren’t sure if she could return after pregnancy, but she won 2 races at 6 and 10 months of postpartum. She participated in an event in Beijing all the while ensuring to pump her milk and send it back home for her daughter.
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| With her baby girl |
She
is still fighting to ensure that other female athletes don’t have to go through
this.
Nike,
ASICS and US Olympic committee have denied her claims.
Ironically,
Nike released a video promoting gender equality that year on Mother’s Day.
Later, Nike responded by claiming to change its maternity policy.
The sense of discomfort with Nike does not reside in its aggressive marketing strategies. Most companies market their product in creative and fanciful ways. What is worrying are the double standards of the brand with respect to what they preach and what they practice.
Nevertheless,
great athletes never back down. Great athletes push limits to maximum
possibility on and off track.. Its time,
the sports industry stops treating femininity
like sickness or injury.
NEXT ON HUSTLE HIT AND NEVER QUIT- E-SPORTS is a raging cultural phenomena whose fan-base is increasing day by day. Amidst the pandemic, it received a lot of attention and recognition worldwide. What will be its future? Read our next episode to find out how it turned from a mere subculture to a serious sport.
Also check our second episode on the Olympics sub-series- This one is on Gymnastics-
https://samagrafoundation.blogspot.com/2020/09/gymnastics-contribution-of-olympic.html
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