The “girl effect” initiative was launched by the Nike Foundation in 2008 and has received a lot of attention from the social medias since its debuts. According to President of the Nike Foundation Maria Eitel, the goal of Girl Effect is “to eradicate global poverty by investing in girls.” While this campaign seems like a positive initiative to improve women’s lives in third world countries, it also promotes Nike good doing in wanting to create global change, and in turn, encourages and improve how customers perceives them. Again, this western organization reinforces binary structures of the gender, by choosing to rely on women’s problem, when men also have many. They also depict people in developing countries as needing saving. How much money does Nike really give to this organization? Is it just using a global problem for self-branding?
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