Nike released a new campaign to end the stigma around Black swimmers. The brand decided to tackle the little-known topic of discrimination in the swimming pool. A study from 2021 found that only 2% of regular swimmers in England are Black. As part of the campaign, the short film “Fear of the Water” by U.K. artist Prince-Fraser was released, coupled with a photo exhibition at The Black and White Store in London. The short video clip narrates what emotions a young Black boy goes through when entering a swimming pool. If you follow YPulse’s BIPOC insights, you know that Nike is the top-ranking brand among the demo, and a top ranking “reflects diversity” brand as well. With “Fear of the Water” and the associated photography campaign, Nike is reaching young gens by condemning discrimination in sports once again. (Campaign)
