Everlast Show Us the 'Invisible Athlete'

According to Everlast female athletes receive only 8% of media coverage, with much of that (one assumes) dedicated to superstars like the Williams sisters. How do you represent that it in an ad? If you're director Jack Welles of Other NY, you only show a female athlete for 8% of the commercial.

As such, for 8% of Invisible Athlete we see 5-times world champion boxer Alicia Ashley. The remaining 92%, she either appears obscured or, in a great central sequence, as just a pair of disembodied boxing gloves [above] sparring with a male boxer.

Said Welles of the spot, “we saw a significant creative opportunity to disrupt a category that’s become ubiquitous with male dominance. We wanted to highlight a phenomenal athlete who hasn’t received the attention she deserves solely because of her gender.”

The ad saw success at the Clio Sports awards last week, where it was awarded a silver for its innovative way of telling a long-standing issue.