Nike has decided to work with campaigns in favor of feminism, empowerment and against racism. For this reason, it has launched advertising spots featuring Colin Kaepernick, Paola Morán and now the "Wera Kuri."
With the campaign “Don't change your dream. Change the world” aims to positively influence the perception of its consumers on issues such as gender equality, inclusion and diversity in sport.
Paola Wera Kuri, founder of the Fut Sin Género project, an initiative for the equal treatment of women in football.
According to a statement from the
France Mobile Number List brand, Nike chose Kuri because “she has dedicated her life to redefining the role of women in sports and is committed to continuing to play for future generations.”
This reinforces the messages that the brand has sent on social justice issues in previous campaigns starring athletes such as tennis player Serena Williams and American football player Colin Kaepernick.
In the promotional video for the campaign, Wera Kuri talks about how she was inspired to pursue this form of activism after she encountered social and gender barriers to playing soccer. “They told me I couldn't play and tried to impose another passion on me,” Kuri says. “They judged me for my age and my gender.”
“My future lies in fighting so that more girls can play,” concludes the activist, who with this campaign gives double impetus to her effort to achieve gender equality in sports.
The “Wera” Kuri
P aola Kuri Semán, or as she is known on the soccer field, 'La Wera Kuri', has been a soccer player since she was 3 years old.
She created #FutSinGénero in June 2015, a project that aims to develop gender equality through soccer. One of the main goals and objectives was to promote the creation of the Mexican Women's League.
She is an important opinion leader on the issue of women and sports, having also begun a career as an Advocate for Gender Equality with a presence in the United States. La Wera seeks to activate women's soccer in Mexico as a lifestyle, leadership and opportunity for gender equality. On this line she builds a strong image to redefine the current role of women in sports.
In an interview for the site Líderes Mexicanos, Kuri says that we must redefine the role of women in sport, "let's stop the labels that only deprive and frustrate, let's abandon the thought where value judgments determine what we have to like and therefore "Being a woman or a man we must like it in that order, pink or blue."
“I am a woman, I play soccer, and that does not make me less of a woman or less feminine, it makes me a warrior, a dreamer, a fighter, a leader, it teaches me about effort, commitment, teamwork, sacrifice, commitment, passion and… along these lines: sport does not make men or women, sport creates heroes and heroines.
