Nike's 'Better for It' Women's Campaign Gets Brand's First-Ever Scripted YouTube Series

Marketer explains the journey to 'Margot vs. Lily'

Last April, Nike launched "Better for It," its largest and most integrated women's campaign to date. It was mostly traditional in its format—commercials, print ads, digital, etc.—if not in its message, which refreshingly acknowledged the average athlete's insecurities and other obstacles on her way to self-improvement and empowerment through sport and fitness.