By Gillian West

Nike has called on women to get over their ‘gym-timidation’ with a new campaign showing the sweaty, judgemental and unglamorous side of exercise.

Reminiscent of Sport England’s ‘This Girl Can’ work from the UK earlier in the year, the ‘Inner Thoughts’ creative uses a humorous tone to encourage women to get over the insecurities that stop them working out.

Along with the TV spot the sports brand is asking women to share their exercise accomplishments on social media using the hashtag #BetterForIt.

Agency: Wieden + Kennedy, Portland, USA
Creative Director: Alberto Ponte, Ryan O’Rourke, Dan Viens
Copywriter: Heather Ryder, Darcie Read full story ›

Source: The Drum