Femvertising of Sportswear Brands: Semiotic Analysis of YouTube Campaigns

Advertising that emphasizes female empowerment and challenges gender stereotypes is coined femvertising and is becoming more commonly employed. However, many femvertising campaigns are being criticized as “femwashing,” as in they are not authentic, and brands are merely capitalizing on this trend to promote their products. Therefore, not every advertisement portraying female empowerment themes can be considered femvertising. From an authenticity perspective, this research aims to evaluate the femvertising campaigns of major sportswear brands based on transparency, consistency, diversity, respect, and challenging stereotypes. Additionally, this research aims to identify common themes and differences amongst these advertisements. For the purposes of this research, a semiotic analysis is conducted on three advertising campaigns of three major brands, Nike, Adidas, and Puma, that are published on their global YouTube pages, dissecting the visual and textual elements to reveal how brands communicate their commitment to empowering women through sports. The study identifies three main themes across the campaigns: challenging gender norms by showcasing diverse representations of women, the prevalence of systematic barriers in sports and how women are determined to overcome them, and how the brands’ values are aligned with this social issue. The findings highlight the importance of authentic femvertising that aligns with brands’ corporate social responsibility goals, providing insights for marketers aiming to ethically leverage gender-focused advertising strategies.