Nike is doubling down its efforts to reach women. The sportswear giant launched the #BetterForIt campaign with a 60-second spot during Sunday night's MTV Movie Awards aimed at women. Unlike the majority of Nike's campaigns, #BetterForIt isn't aimed at established atheltes; instead, it hopes to challenge women to better themselves and take the first steps down the road to fitness.
The ad, which was created by Wieden+Kennedy, is just the first step for the campaign, which will also feature a social media presence around the hashtag #BetterForIt and a 90-day challenge that will utilize Nike's workout applications.
Read more at Business Insider.