Nike Aims to Empower Women in #betterforit Campaign

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Nike lives up to its Greek goddess name with the launch of its #betterforit campaign, aimed at empowering women trying to reach their personal fitness goals.

The campaign comes as a result of Nike trying to expand its womenswear market, with an end goal of expanding its $5 billion business to $7 billion in just two years.

“Every athlete has goals. And Nike is the link between you and your aspirations,” said Amy Montagne, vice president and general manager of NikeWomen 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.”

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In video spot “Inner Thoughts,” Nike follows various women at the gym, airing voiceovers of their sometimes self-deprecating, but often humorous thoughts over footage.

Nike’s follows recent marketing trends meant to appeal to a larger female audience, similar to Dove’s recent string of advertisements and the body positive messages Lane Bryant promotes in their new #ImNoAngel campaign, a jab at lingerie brand Victoria’s Secret.

View the “Inner Thoughts” video below.

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