Nike Recognizes the Resilience of Black Women Can’t Be Reduced to “Magic” in Powerful Ad

Nike wants to celebrate Black women, inside and outside of athletics, for the way they shape our world. The sports brand is well-known for its impactful ads, and on March 7, Nike released a video recognizing the tireless work of these women with an important reminder: “It’s not magic.”

Narrated by Judas and the Black Messiah‘s Dominique Fishback, the ad focuses on Black women’s resilience. “It’s organic. From the curl in our hair to the tip of our toes, from the sway in our hips to the joy in our smile,” Fishback recited. “We give our blood, sweat, and tears to be our very best even when the world tells us it’s never going to be enough.” As she speaks, the video shows flashes of some of the most talented (and most scrutinized) Black women athletes like Serena Williams, Caster Semenya, Naomi Osaka, and Sha’Carri Richardson.

“You thought history just made itself?” Fishback continued. “Nah, baby. This ain’t magic. This? This is the real thing.” Watch the full ad above, and appreciate the enduring power of Black women.


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