Culture

The joyful ways in which Nike's #MakeTheWorldListen empowered Indian women

They smashed stereotypes in a unique way

On a sunny afternoon in May, 2,200 women came together to celebrate their passion for sport at Nike's sports festival in Mumbai. These women, of varying ages and body types, were united by common goals—break barriers of judgement, express themselves with movement and sport, driving positive change in their communities and most importantly— to make the world listen.

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It was heartening to see a sizeable number of the participants working out in their sports bras, without feeling conscious or the desire to cover up. For a few hours in Mumbai's Jio Garden, these women banded together to form a sisterhood that stood up for themselves and each other. The empowered women broke stereotypes and chose to be body positive as they donned their sports bras, to truly #MakeTheWorldListen. Self-expression took centre-stage as they did not bother with judgement and drove positive change in their communities. On-site education and awareness about the importance of wearing the right sports bra while engaging in any fitness activity also made sure women knew the crucial role sports bras play in providing support and comfort.

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The vibe at the sports festival was carnivalesque and fun. Fitness enthusiasts were treated to music performances by Anushka Manchanda, Siri Narayan and Sandunes, adding to the ambience. A range of activities, from football to dancing, saw women moving freely. Moreover, star athletes Joshna Chinappa and Sunil Chhetri were present to inspire women and encourage them to play sport and inspire their own communities through the power of sport. 

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Nike's Make The World Listen campaign kicked off in March when a group of strong women ran the Mumbai Marathon in their sports bras, which had empowering messages printed on it. They ran to make sure their voices were heard—as women, as fitness enthusiasts. Moreover, over a course of six weeks, women in Mumbai took the opportunity to train with coaches at the Nike Training Club (NRC) and Nike Run Club (NRC) on a complimentary basis.

The movement has amplified by the voices of Nike athletes Harmanpreet Kaur, MR Poovamma and Deepika Kumari, along with influencers Shaleena Nathani, Mishti Khatri, Urmi Kothari and Juhi Godambe. Collectively, they smashed stereotypes and stood for women empowerment in a unique and larger-than-life way.

So, are you ready to join them and #MakeTheWorldListen?