Why Caster goes faster

Due to her hyperandrogenism – a condition she was born with – South African Olympic gold medallist Semenya has naturally high testosterone. 

This has led to constant discrimination since she came into the spotlight. She’s been subjected to cruel judgments, insults and humiliating sex tests. She now faces a ban on defending her gold medal in the  800m race at this year’s Tokyo Olympics unless she constantly takes hormone-suppressing drugs .

Beauty brand Lux is going head to head with World Athletics to petition for her to be accepted as she is and allowed to compete. Created by Wunderman Thompson, the campaign includes this eye-catching video Born This Way, which was helmed by Ralph Karam through Final Frontier, with animation direction by Federico Radero at Le Cube studio.

With a voiceover declaring “athletes are the superheroes of our time, they are born with special gifts,” the superb comic-book style visuals depicts Semenya as a superhero sprinter. 

“It makes me very happy to see brands like LUX who fearlessly stand on the side of what is right.” says Semenya. “My case is but one amongst many experiences that can be heard and felt by women all over the world. My team will continue to fight the good fight. I have always said this fight is not about me. It's about the future. Those talented up and coming athletes who are going to face the same discrimination. I have to make sure that I can honestly say, I did my bit."

The campaign is part of the brand’s broader global initiative to use content, partnerships and activations to help millions of women rise above everyday sexist judgements.