In every field, women have always been undermined or simply overlooked. Even in sports, women tournaments do not receive as much appreciation or investments. Even lower down on the ladder are women of colour.
But in today’s changing world, women are raising their voice about wanting a fair base and opportunities as their male counterparts. There are a number of institutions to support the cause and give them the much-needed boost. One such company is TONL.
Mega sporting giant Nike has partnered up with TONL, a stock photography company. TONL has been started by Karen, a Nigerian-American social entrepreneur and Joshua, Ghanaian-American photographer & creative entrepreneur. The brand aims at transforming the idea of stock photography by displaying images of diverse people from around the world and highlighting their stories. Their particular campaign with Nike concentrates on the lives and stories of black and Latina women – aged 13 to 18 – who play soccer.
Nike Women’s VP and GM Rosemary St. Clair said, “The brand is excited about the momentum going on with women’s sports and [Nike] wants to support and inspire the next generation.”
TONL gave their statement as well: “The brand is dedicated through their ‘narratives’ feature to tell a series of rich, multi-generational stories of women using sport to inspire themselves and while empowering others.”
This is the second time that the two have come together. Nike’s first campaign with TONL was centered on the Chicago Marathon.