In 2015, Nike teamed up with Wieden + Kennedy to launch a campaign called “Better For It,” which Nike said is its largest initiative in supporting and motivating women’s athletic journeys yet. The company said, “it’s about powering women to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level.” Nike came out with a series of short films that generated a lot of discussion on social media. They also created the hashtag #betterforit on Twitter to get the conversation going about the campaign, and encourage female athletes around the world to share their personal #betterforit mission. Top female athletes including Allyson Felix joined the movement online as well. Along with the conversation happening on social media as a result of the campaign, Nike created a quiz on their website called “21 Days of Better For It,” in which many people participated in. By taking the quiz, consumers were able to find a 21-day training program that fit their lifestyle and to help them begin their journey.
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