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Nike launches women's initiative '#betterforit'

14
Apr '15

Nike has launched a women’s initiative called ‘#betterforit’, its largest initiative to support and motivate a women’s athletic journey.

Connecting to a global community of female athletes, the campaign aims to inspire women to be active, take on new challenges and conquer personal goals.

#betterforit is more than just a hashtag; It’s a call to action to share, promote and embrace women’s fitness and sports, Nike said in a press release.

Offering athletes collective inspiration to reach new heights and a place to share their experience, Nike is inviting athletes to push themselves further, whether it’s a personal best in their latest marathon or a weekend run.

“Every athlete has goals. And Nike is the link between you and your aspirations,” said Amy Montagne, VP/GM of NikeWomen and Global Women’s Training. “We provide more than encouragement – with initiatives like #betterforit, Nike provides the tools for women to expand their personal athletic potential.”

Headlined by a series of short films, the initiative harnesses the bold voice of women today and addresses the dynamic world of sport and fitness with a lighthearted tone and humor.

The campaign includes insights from top athletes including world champion sprinter and four-time gold medalist Allyson Felix.

“As athletes, we always want things to happen right away,” says Felix. “We want to put in the work and then we want to see the immediate results. But what’s important is looking at the full journey, the process, and taking the joy from that — even the ups and the downs. That’s what makes it all worth it.”

#betterforit is a process, built up on a foundation of hundreds of #betterforit moments, explains Felix.

“Before I get in line at a competition, I reflect on the fact that this is my chance to really go for it,” she says. “I zero in on the moment and focus my thoughts on what’s important – giving it my personal best. I take that breath to just appreciate the process. To know that no matter what the outcome, I’ll be better for it.”

For more than 40 years, Nike has been serving and innovating for female athletes, developing products and services tailored specifically for what women want and need. (RKS)

Fibre2fashion News Desk - India

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