Nike bets on women in another campaign, by showing women's inner thoughts during workouts. The doubt, the boredom, the judging of other women and ones self. If you’re brave enough to try, you’re strong enough to finish. "Don't mind me here with my baby arms and baby weights" and "actually this is a great motivator" reflects how these women are the first to knock themselves before picking back up and continuing on. It's about the journey, it's about the accomplishments along the way, and most of all your main competitor is yourself.
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.
“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.

Ad Agency: Wieden+Kennedy

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • kidsleepy's picture

    I remember when Allyson Felix was with adidas.I guess her inner thoughts when she changed was "they're paying me even more!"

    Oct 19, 2015
  • Girl Drink Drunk's picture
    Girl Drink Drunk (not verified)

    "Oh... a bunch of models right in front of me" says the girl who already looks like a model. Is that the point?

    For an ad about fitness, this is some of the laziest most clichéd copy I've seen in years, almost to the point of embarrassing and infantilizing.

    Christ Nike, grow a fucking spine. Make something that isn't totally and instantly forgettable.

    Oct 19, 2015

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