Nike discovers the other half of the human race with W+K’s ‘betterforit’ campaign

Women have been around for a long time – obviously, or nobody would be – but it’s as though the advertising and marketing world has just realised.

We’ve had Dove and all its imitators and now Nike is launching a new product – women!

Well actually it’s running and gym stuff for women it’s promoting in a new campaign from Wieden+Kennedy HQ, #betterforit, which may, or may not, be a female version of the famous (and somewhat macho) ‘Just Do It.’

As ever from W+K for Nike it’s deftly done and it may be well-timed too. A gentle stroll around a small part of North London at the weekend required much bobbing and weaving as hordes of female (and male) runners surged by, all consulting their personal geiger counters so they couldn’t see where they were going.

Not W+K’s fault, of course. Or maybe it is.

MAA creative scale: 7.

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