Nike powers women to be better for it

Launches an initiative, called #betterforit, to inspire women to be active, take on new challenges and conquer personal goals

BestMediaInfo Bureau | Delhi | April 16, 2015

Click on the image to watch the TVC.

This spring, Nike is launching a women's initiative – called #betterforit – to inspire women to be active, take on new challenges and conquer personal goals. For the brand, #betterforit is more than just a hashtag; it's a call to action to share, promote and embrace women's fitness and sports. With this rallying cry, Nike invites a global community of athletes to push themselves further, whether it's a personal best in their latest marathon or a weekend run. #betterforit offers athletes collective inspiration to reach new heights and a place to share their experience.

“Every athlete has goals. And Nike is the link between you and your aspirations,” said Amy Montagne, VP/GM of Nike Women and Global Women's Training. “We provide more than encouragement – with initiatives like #betterforit, Nike provides the tools for women to expand their personal athletic potential.”

The campaign is headlined by a series of short films that were launched on April 12, 2015. The initiative harnesses the bold voice of women today and addresses the dynamic world of sport and fitness with a lighthearted tone and humour.

The film, titled 'Inner thoughts', shows what goes on in women's minds as they push themselves through Yoga routines, marathons, gym workouts, even attempting planks at home – the insecurities, the awkwardness, the temptation to give up, but continuing through it all and in the end there is a triumphant cry of “I did it!”

Watch the films below:

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The #betterforit movement includes insights from top athletes, including world champion sprinter and four-time gold medalist Allyson Felix. “As athletes, we always want things to happen right away,” said Felix. “We want to put in the work and then we want to see the immediate results. But what's important is looking at the full journey, the process, and taking the joy from that – even the ups and the downs. That's what makes it all worth it.”

Named for the Greek goddess of victory, Nike has a 40+ year history of serving and innovating for female athletes, developing products and services tailored specifically for what women want and need.

Connecting to a global community of female athletes, #betterforit is Nike's largest initiative to support and motivate a women's athletic journey.

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