Better for It is the latest motivational campaign that Nike has launched to motivate women to be more active regardless of their athletic goals or levels of experience.
Made by Wieden + Kennedy, the ad commercial captures the inner dialogue of a woman stuck behind a row of models during spin class; a runner through a half-marathon; and a beginner yogi unsure of her surroundings. However, this is not the first campaign in which the brand uses motivation as its main strategy. En “Si algo te quema, quémalo corriendo” (If something burns, burn it running), the brand encouraged people to practise the sport as an escape way to any daily frustration.
Above the slogan “Better for it”, Nike is also encouraging other do sports, but the brand is also encouraging the community to share their own exercise accomplishments on its own apps and social media with the hashtag #betterforit. Without any doubt, a digital and interactive marketing strategy that spread out the communication of the campaign and transform the user a key factor in the strategy.
As Nike says is its largest initiative yet in supporting and motivating women’s athletic journeys. “It’s about “powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level,”
“If you’re brave enough to try, you’re strong enough to finish.”
With the support of athletes like Allyson Felix, sprinter and world champion and four-time gold medalist, and more than 600 trainers who design training, and inspire and encourage women who perform them, Nike highlight hard work, commitment and motivation to achieve their #betterforit mission.
“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.”
With the apps of the brand, Nike+ Running y Nike+ Training Club (N+TC), women around the world have already joined the training and athletic lifestyle . To be more precise, Nike serves a global digital community of nearly 70 million women who follow the brand, to Nike athletes and other women for support and motivation on Facebook, Twitter, Instagram and other social platforms.
Digital, interactive and motivational marketing come together under a single strategy. Are we facing a new brand positioning with the new campaign slogan?
This spring and summer events are scheduled under the slogan #betterforIt. Events not only help grow and evolve the movement of women’s sports, but it also creates closer ties together the sports and lifestyle and training to new places.
I point this out because besides shoes and other sports equipment that Nike sells, the brand is also selling a lifestyle that brings sports culture under such motivating attitude as competitive.
During all this time “Just do it” has been the main slogan for Nike. It would be “Better for It” the new to begin characterizing the brand?. The only certainty for now is that this campaign will be another success of Nike sports brand.
In fact, It already is. Do you feel #betterforit? 😉
Below, the rest of advertising spots. Enjoy it!
For more information about the campaign and “Better for It” movement, I encourage you to visit Nike’s website.