Hasta La Motion!

Nike is running “Better For It”, an advertising campaign designed to inspire women to be active, take on new challenges and conquer personal goals. At the heart of the campaign are the #betterforit hashtag and a series of short films in which women reveal their inner thoughts as they push themselves further, whether it’s a personal best in their latest marathon or a weekend run. The #betterforit movement includes insights from top athletes including world champion sprinter and four-time gold medalist Allyson Felix. Athletes like Felix embody #betterforit shown through their goal setting mentality and accomplishments in training and competition.

“Every athlete has goals. And Nike is the link between you and your aspirations,” said Amy Montagne, VP/GM 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.”

“As athletes, we always want things to happen right away,” says 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.”

As Felix explains, #betterforit is a process, not a seconds-long race or a solitary moment of victory. Both the race and the win are built upon a foundation of hundreds of #betterforit moments.

“Before I get in line at a competition, I reflect on the fact that this is my chance to really go for it,” she says. “I zero in on the moment and focus my thoughts on what’s important – giving it my personal best. I take that breath to just appreciate the process. To know that no matter what the outcome, I’ll be better for it.”

Credits

The Nike Women Better For It campaign was developed at Wieden + Kennedy, Portland, by executive creative directors Mark Fitzloff and Joe Staples, creative directors Alberto Ponte, Ryan O’Rourke and Dan Viens, copywriters Heather Ryder and Darcie Burrell, art director Patty Orlando, producers Molly Tait and Julie Gursha, executive agency producer Matt Hunnicutt, director of digital strategy Jocelin Shalom, strategic planning team Tom Suharto and Irina Tone, media/communications team Emily Dalton, Destinee Scott and Emily Graham, account team Karrelle Dixon, Alyssa Ramsey, Marisa Weber and Jim Zhou, business affairs manager Anna Beth Nagel.

Filming was shot by director Matthew Frost via Iconoclast with executive producer Charles-Marie Anthonioz, line producer Caroline Pham, directors of photography Darren Lew and Joost Van Gelder.

Editors were Angus Wall (“Inner Thoughts” :60, :30) and Grant Surmi (:30, :15s) at Rock Paper Scissors with post producer Jared Thomas and executive post producer Angela Dorian.

Visual effects were produced at A52 by VFX supervisor Jesse Monsour, Flame artists Brendan Crockett, Matt Sousa, Steve Wolf, Dan Ellis and Richard Hirst, producer Jamie McBriety and colourist Paul Yacono.

Sound was designed at Barking Owl and mixed at Lime Studios by Matt Miller and Dave Wagg with producers Jessica Locke and Susie Boyajan. Music, “Joy” by Apollo 100, was supervised by Nylon Studios.