29 January 2015

Empowering Ad Shows A Young Female Boxer Taking A Hit At Sexism

[Click here to view the video in this article]

Everlast has unveiled ‘I’m a Boxer’, an empowering ad featuring a female boxer that confronts sexism head-on.

Directed by Toronto-based film-maker Claire Edmondson, it shows a young girl shadow boxing intercut with scenes of adult boxers sparring in the ring.

She narrates her wish for athletes to be judged by their ability rather than their gender. “Don’t call me a female boxer. I’m a boxer,” she states defiantly.

Edmonson was inspired to create the spot “to inspire and empower young girls” in sports, and from her own experience of being referred to as a “female director”.

Check out the ad below.

[via Adweek, video via Everlast]