Nike Women dévoile sa nouvelle campagne, Better For It

Depuis octobre dernier, les offensives de Nike pour séduire la femme sont multiples. Avec une nouvelle application mobile Nike+ Training Club et le lancement des Nike Women Club sur Paris, la marque met les petits plats dans les grands. Aujourd’hui, nouveau chapitre qui s’ouvre avec le lancement de la campagne #betterforit.

#betterforit est la plus grande campagne Nike destinée aux femmes, afin de les inspirer à être actives, à relever de nouveaux défis et à conquérir des objectifs personnels. #betterforit est plus qu’un simple hashtag, c’est un « call-to-action » comme on a l’habitude de dire dans la publicité, une invitation à partager, encourager et adopter la pratique de sports et de fitness au féminin. Avec ce cri de ralliement, Nike invite une communauté internationale de sportives à se dépasser, qu’il s’agisse de performance personnelle lors de son premier run, de finir le semi-marathon, de réussir un appui renversé au yoga ou tout simplement de tenir lors d’un exercice de gainage avec l’application Nike+ Training Club. #betterforit offre aux sportives l’inspiration collective pour atteindre de nouveaux sommets et un lieu (virtuel) où partager leur expérience.

« Tous les sportifs ont des objectifs. Nike est le lien entre vous et vos aspirations, » explique Amy Montagne, VP/GM NikeWomen et global Women’s Training. « Nous donnons plus que des encouragements : avec des initiatives comme #betterforit, Nike met des outils à la disposition des femmes pour qu’elles puissent développer leur potentiel sportif. »

Une campagne de plusieurs spots sera diffusée à partir du 12 avril, accompagné de prints comme celui ci-dessous.

Nike Women_BetterForIt_IBetterGetAnAb_Print_original

#betterforit inclut des conseils de sportives de haut niveau, notamment Allyson Felix, championne du monde de sprint et quatre fois médaillée d’or aux Jeux olympiques. Véritable incarnation de cet état d’esprit, #betterforit, Allyson Felix est une source d’inspiration pour les femmes d’aujourd’hui de par son abnégation, travail et détermination à atteindre ses objectifs tout au long de sa carrière.


« En tant qu’athlètes, nous voulons toujours réussir tout de suite, explique Allyson Felix. Nous voulons que notre travail donne des résultats immédiats. Or l’important est de regarder notre parcours dans son intégralité, notre évolution et de savoir l’apprécier, même les périodes moins évidentes.  C’est ça qui donne toute sa valeur à notre expérience. »

Grâce à son ton humoristique et à la puissance de la marque, la campagne #betterforit devrait trouver son audience parmi les femmes sportives que ce soit en France mais aussi à l’international.

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8 Rétroliens / Pings

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