En el marco de la expansión de los feminismos, atendemos a la proliferación de publicidades que (re) producen miradas androcéntricas sobre los nuevos modos de ser mujer, alineados al imaginario de vida activa contemporánea que el mercado quiere enaltecer, exhibir, promocionar y propagar. Partimos de pensar las publicidades como «tecnologías de género» (De Lauretis, 1989) para analizar la estrategia comercial de la marca estadounidense Nike, líder en el mercado deportivo. En la actualidad, la empresa complementa sus publicidades televisivas con presencia en el terreno y en las redes sociales, buscando ampliar su red de impacto y llegar así a distintas consumidoras. En este artículo nos preguntamos cómo Nike busca interpelar a las mujeres en múltiples escenarios y qué consecuencias tienen las prácticas de la marca sobre la subjetividad y la materialidad de las deportistas. P...

In the framework of the expansion of feminisms, we attend to the proliferation of advertisements that (re)produce androcentric views on the new ways of being woman, aligned to the imaginary of contemporary active life that the market wants to exalt, display, promote and propagate. We start by thinking of advertising as «gender technologies» (De Lauretis, 1989) to analyze the commercial strategy of the American brand Nike, leader in the sports market. Currently, the company complements its advertisements with a presence in the field and on social networks, seeking to expand its impact network and thus reach different consumers. In this article we question the ways in which Nike seeks to engage women in multiple scenarios, and investigate the consequences that the brand’s practices have on the subjectivity and materiality of athletes. To do this, we reflect on our ethnographic records ...

In the framework of the expansion of feminisms, we attend to the proliferation of advertisements that (re)produce androcentric views on the new ways of being woman, aligned to the imaginary of contemporary active life that the market wants to exalt, display, promote and propagate. We start by thinking of advertising as «gender technologies» (De Lauretis, 1989) to analyze the commercial strategy of the American brand Nike, leader in the sports market. Currently, the company complements its advertisements with a presence in the field and on social networks, seeking to expand its impact network and thus reach different consumers. In this article we question the ways in which Nike seeks to engage women in multiple scenarios, and investigate the consequences that the brand’s practices have on the subjectivity and materiality of athletes. To do this, we reflect on our ethnographic records ...