Declaring it the brand’s “largest initiative to support and motivate a women’s athletic journey,” Nike launched a new campaign, #betterforit, headlined by a series of short films debuting on April 12. The campaign is designed to “inspire women to be active, take on new challenges and conquer personal goals.”

A TV execution debuted with a 60-second ad during the MTV Movie Awards on Sunday night.

The campaign and gives voice to the inner thoughts of everyday women exercising and features everyday people rather than well-known athletes. According to Nike, the initiative “harnesses the bold voice of women today and addresses the dynamic world of sport and fitness with a lighthearted tone and humor. #betterforit enourages female athletes around the world to share their personal #betterforit mission.”

The TV execution is viewwable here: Better For It: “Inner Thoughts”

Other executions are viewable here.

“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, in a statement. “We provide more than encouragement – with initiatives like #betterforit, Nike provides the tools for women to expand their personal athletic potential.”

The #betterforit movement also 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. But #betterforit is “more than just accomplishments and accolades, it is about the journey and hard work along the way.”

“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.”

One mantra for the campaign is: If you’re brave enough to try, you’re strong enough to finish.

More information is available at www.nike.com/women.