Nike Celebrates the 'Real Girls of Moscow' With Empowering Ads, Murals and GIFs

W+K Amsterdam's take on #betterforit message

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

In April, Nike Women launched its popular "Better for It" motivational campaign in the U.S. Now, the sportswear giant is expanding the tagline in Russia.

A half-dozen new spots from Wieden + Kennedy Amsterdam feature the same playful attitude and general message—that the benefits of exercise outweigh the challenge—but take a slightly different tone, as you might expect from ads that feature professional athletes instead of the average exercisers represented in the U.S. work.

The camera work, from director Carlos Serrao, is a little more dramatic in its attention to detail, with scenes like yogi Olga Markes holding a particularly brutal pose while dripping sweat and boxer Kate Izotova getting punched in the face while sparring (a moment featured, naturally, in slow motion).

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in