http://www.youtube.com/watch?v=f1ighxU1vYw
In this commercial made by Nike, there are many messages and ideas about gender roles, identities, and gender relations. Although this video serves to dispute and challenge these messages and beliefs, it exposes what obstacles and barriers female athletes must overcome. The very first thing that is brought up is that fact that women were not even able to compete or take part in sports, even just running, publicly in the past. In addition to that, when women were allowed to play they sometimes had to play along side men where they also faced discrimination. As Lisa Leslie stated, "No one on my all boys team would pass to me". This could relate to what Coakley talks about in his book Sports in Society, and how female athletes were sometimes seen as "invaders" to male sports. Another female points out that she was told by her father that she could not participate in boxing because she was too small and fragile. According to Coakley, "Traditionally, womens sports have been those that emphasize grace, beauty, and coordination", not a sport like boxing that is really physical. It also challenges the notion that women cannot be both beautiful and athletic. Some of the consequences of these messages that the video disputes are that they may discourage young females from participating in sports, as well as bring on a feeling of inferiority compared to male athletes and men in general.
