Nike Launches its Biggest Women’s Campaign to Date

By Kenneth Richard | The Impressionist

Nike, the athletic brand that inspired a generation to “Just Do It”, unveiled a softer side this week with their new campaign called #betterforit, which aims to support and motivate women’s athletic journeys.

The campaign, done by longstanding Nike creative agency Wieden + Kennedy, kicked off with the “Better For It – Inner Thoughts” spot that aired during the MTV Movie Awards on Sunday night. In the commercial, the viewer listens to various women’s inner dialogues as they struggle and persevere over obstacles like being situated behind a row of models at the spin class or considering quitting two miles into a half-marathon. In each case, the protagonist pushes through to eventually “just do it.”

Nike says the campaign, its largest initiative yet for women, is about “powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level.”

The tone of the campaign is quite a dramatic shift from the Spartan like campaigns of yesteryear to a more natural approach to staying fit. In short, the athlete of yesteryear determined to “just do it” and reached for the gold. The athlete of today managed to get themselves there and said “yeah . . . ok . . .we are here already . . . might as well do this” and reaches out for a hug.

And a hug is just what Nike and Wieden + Kennedy are looking for to pocket gold in today’s over-saturated athletic wear

Agency | Wieden + Kennedy, Portland, Ore.
Creative Directors | Alberto Ponte / Ryan O’Rourke / Dan Viens
Copywriters | Heather Ryder / Darcie Burrell
Art Director | Patty Orlando
Producers | Molly Tait / Julie Gursha
Executive Agency Producer | Matt Hunnicutt
Interactive Strategy | Jocelin Shalom
Strategic Planning | Tom Suharto / Irina Tone
Media / Communications Planning | Emily Dalton / Destinee Scott / Emily Graham
Executive Creative Directors | Mark Fitzloff / Joe Staples

Production Company | Iconoclast
Director | Matthew Frost
Executive Producer | Charles-Marie Anthonioz
Line Producer | Caroline Pham
Directors of Photography | Darren Lew / Joost Van Gelder

Editing Company | Rock Paper Scissors
Editor |Angus Wall (“Inner Thoughts” :60, :30) / Grant Surmi (:30, :15s)
Post Producer | Jared Thomas
Executive Post Producer | Angela Dorian

Visual Effects Company | A52
Visual Effects Supervisor | Jesse Monsour
Flame Artists | Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
Visual Effects Producer | Jamie McBriety
Color | Paul Yacono

Music Supervision | Nylon Studios
Artist | Apollo 100
Track | Joy
Sound Designer | Barking Owl

Mix Company | Lime Studios
Mixers | Matt Miller / Dave Wagg
Producers | Jessica Locke / Susie Boyajan