With the 2016 Rio Summer Olympics starting soon the focus has been on the athletes and the events. At an important time for company's to promote their involvement, Nike is taking this opportunity to support gender equality in the way that female athletes are portrayed. The company has released a video called "Da Da Ding". The video is trying to show that in a country, such as India, where sports and athletes are admired, but because of its conservative culture women aren’t athletes that are worshiped. Nike is trying to shed a light on that idea and change it.

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