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Volume 7 No. 149
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Nike Releases 'Just Do It' Ad Featuring Caster Semenya

Nike is continuing its run of ads celebrating its "Just Do It" slogan with a campaign celebrating the "innate talent" of middle-distance runner Caster Semenya, who was subjected to sex testing in '09, according to Katie Deighton of THE DRUM. The IAAF scrutinized the South African Olympian for her "unnaturally quick pace," a talent that was attributed to her high levels of naturally-occurring testosterone. Nike’s latest work "twists the questions regarding the fairness of her competing against other women" with the statement: "When you’re born to do it, just do it." Nike hopes the film from director A.G. Rojas will convey a "sense of tenacity." It will run on South African TV, while global audiences can watch online. The spot was created by Wieden+Kennedy Amsterdam, which also produced a double-page print ad as part of the campaign (THE DRUM, 9/11).