W+K Portland Launches ‘Better For It’ for Nike

By Erik Oster 

W+K Portland launched a new campaign for Nike, promoting women’s fitness and sports, entitled “Better For It.”

The campaign kicked off with the 60-second spot “Inner Thoughts,” which made its broadcast debut Sunday during the MTV Movie Awards. As the title suggests, the ad follows the inner monologue of a group of women as they battle their own doubts and insecurities. Around halfway through the spot is a turning point, where the women overcome these difficulties and find the will to succeed, whether that means completing a half marathon or just completing a workout at the gym. The spot ends with the “Better For It” tagline, which noticeably stands in for the ubiquitous “Just Do It” in this campaign. “Inner Thoughts” has already struck a chord with viewers online, totaling over one million views on YouTube since being uploaded two days ago.


“Better For It” acknowledges the significance of Nike’s women’s apparel, which has traditionally taken a back seat in the company’s marketing, but which Digiday notes overtook its men’s business in the latest quarterly earnings report. In addition to “Inner Thoughts,” the brand has released a series of online videos extending the campaign, along with social efforts built around the “#betterforit” hashtag.

“#betterforit realizes that young women are already active and interested in fitness, but that doesn’t make the mountaintop any less daunting,” Kerri Hoyt-Pack, Nike’s vice president of brand marketing, NikeWomen/Women’s Training, told Digiday. “It is more than a hashtag; it’s a call to action, realizing that new challenges are beneficial to who you are, no matter what the outcome is.”


Client: Nike
Project: “Better For It”

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Alberto Ponte / Ryan O’Rourke / Dan Viens
Copywriter: Heather Ryder / Darcie Burrell
Art Director: Patty Orlando
Producer: Molly Tait / Julie Gursha
Executive Agency Producer: Matt Hunnicutt
Interactive Strategy: Jocelin Shalom
Strategic Planning: Tom Suharto / Irina Tone
Media/Comms Planning: Emily Dalton / Destinee Scott / Emily Graham
Account Team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou
Business Affairs: Anna Beth Nagel
Executive Creative Directors: Mark Fitzloff / Joe Staples

Production Company: Iconoclast
Director: Matthew Frost
Executive Producer: Charles-Marie Anthonioz
Line Producer: Caroline Pham
Director of Photography: Darren Lew / Joost Van Gelder

Editorial Company: Rock Paper Scissors
Editor: Angus Wall (“Inner Thoughts” :60 and :30) / Grant Surmi (:30/:15s)
Post Producer: Jared Thomas
Post Executive Producer: Angela Dorian

VFX Company: A52
VFX Supervisor: Jesse Monsour
Flame Artist: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
VFX Producer: Jamie McBriety
Color: Paul Yacono

Music Supervision: Nylon Studios
Artist: Apollo 100
Track: Joy
Sound Designer: Barking Owl

Mix Company: Lime Studios
Mixer: Matt Miller / Dave Wagg
Producer: Jessica Locke / Susie Boyajan