– A Nike campaign has shed light on the internal struggle of the amateur athlete in a humorous take on fitness culture.
Better For It builds on the success of Sport England’s This Girl Can, which first brought a touch of Real Talk to the fitness market in 2014. Revealing the inner thoughts that many amateur athletes share when entering the gym, joining a new class or struggling through a long-distance run, the campaign says it is ok to lose focus and doubt yourself. Personal fitness is not about being perfect every step of the way. The result is a more honest impression of the average workout, more authentic than the glossy, often high-octane, world of sportswear in which the characters burn, machine-like, through mile after mile of open road.
The Big Picture: Moving on from Sexy Sweat, brands need to embrace individual foibles and adopt a more personal approach to appeal to the world’s Optimisers, who are on a journey to become the best versions of themselves they can be.