Sartorial script

Global – Forget Netflix, Nike has launched Margot vs Lily, its own original web series as part of its Better For It Campaign.

• The series is directed by Tricia Brock, who has previously worked on Girls and Orange Is the New Black
• The campaign is part of an effort by Nike to reach Millennial women

The eight-part web series follows the lives of Margot and Lily, two adopted sisters in New York who are on a quest for fitness and friendship. 

Moving beyond the usual fitness tropes that focus on sweat and clichéd competitions, Nike has adopted a more tongue-in-cheek approach in the series with an irreverent and funny tone. In the first episode Lily dares her sister to start her own fitness channel, and Margot urges Lily to make some real friends. The eight-minute video follows them both as they challenge each other to improve their lives.

Alongside each show will be a short, guided workout by Lily, in the style of her fictional YouTube channel, LilyNinja, and all of the looks will be made shoppable. Nike is also using the campaign to test email communications with a weekly newsletter called The Fix.