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.
Nike has also turned Instagram posts of real girls working out into street posters around Moscow. Indeed, the campaign’s title is “Real Girls of Moscow,” and it aims to capture the spirit of what Nike describes as a growing sports movement in Russia, featuring women who are “free-thinking and free-spirited,” and “are more comfortable in sneakers than heels, preferring exercise to fad diets.”
Nike is also touting a 25,000-person turnout for a 10-day sporting event at Gorky Park in Moscow. And the new campaign features top athletes in a broad range of disciplines (ballet, choreography, long-jumping, skateboarding and sprinting) showing up variously on giant outdoor murals, and in nifty GIFs for online distribution.