By Allan Brettman
The Oregonian, Portland, Ore.
Nike launched an advertising campaign Sunday night to boost its women’s footwear and apparel sales.
Dubbed #BetterForIt, the campaign is Nike’s latest effort to boost sales in the so-called “athleisure” category among women that also has been targeted by competitors Under Armour and Lululemon. It debuted with a 60-second ad during the MTV Movie Awards on Sunday night.
#BetterForIt is expected to help Nike make good on its nearly 2-year-old prediction that the brand would grow to $7 billion annually in women’s footwear and apparel sales by June 2016. The category totaled nearly $5 billion for the 12 months through last June.
Late last year, Nike opened women’s-only stores in Shanghai, China, and in Newport Beach, California.
The commercial launched Sunday night features everyday people, not well-known athletes, as they participate in yoga, spinning, running and weight training.
Sports brands usually employ well-known athletes to deliver the brand message. But not this time. Nike used the same approach about 25 years ago when it launched its first women’s campaign.
And, like the campaign of so long ago, this one was produced by Wieden + Kennedy of Portland, with creative directors Alberto Ponte, Ryan O’Rourke and Dan Viens; copywriters Heather Ryder and Darcie Burrell; and art director Patty Orlando.
Kerri Hoyt-Pack, vice president of brand marketing of NikeWomen and Global Women’s Training, answered e-mailed questions about the latest campaign. Questions and answers have been edited for brevity and clarity:
Q: Besides the company website, please describe other platforms –YouTube, national tv, twitter, instagram, point of purchase, etc. — where the women’s campaign was introduced. Where else will consumers see #betterforit in the near future?
A: #betterforit lives primarily on the digital space, on Nike.com and on popular social media platforms like Youtube, Tumblr, Instagram and Twitter around the world and platforms like Weibo and We Chat in Greater China. The current #betterforit film series runs globally until end of June, with an ongoing integrated campaign that will span into 2016. Consumers can expect to see a host of engagement points in the months to come, whether it’s through the continuation of the Nike Women Event Series which kicked off last month and will tour a total of 25 cities around the world through June hosting women’s races and N+TC Tour fitness moments, engagement at retail and at integration into key Nike brand and sporting moments.