Nike #betterforit by W+K Portland

Nike "Inner Thoughts" by Wieden + Kennedy Portland.
Nike "Inner Thoughts" by Wieden + Kennedy Portland.

New campaign takes a run at women

Nike's new multimedia campaign by longtime partner Wieden + Kennedy Portland is its largest initiative to date focused on women.

The video "Inner Thoughts" is part of a larger effort called #betterforit to push women to test the limits of their fitness activities. The ad features several women at a yoga studio or at the gym. We hear their inner dialogue and doubts.

"Oh good, a bunch of models right in front of me," says one woman at the gym. "I can't," says another in a marathon. The video shows that by pushing limits, the doubt of "I can't" becomes "I can."

More videos and collateral are available at

Campaign credits

Client: Nike
Agency: Wieden + Kennedy Portland
Creative Directors: Alberto Ponte / Ryan O'Rourke / Dan Viens
Copywriter: Heather Ryder / Darcie Burrell
Art Director: Patty Orlando
Producer: Molly Tait / Julie Gursha
Executive Agency Producer: Matt Hunnicutt
Interactive Strategy: Jocelin Shalom
Strategic Planning: Tom Suharto / Irina Tone
Media/Comms Planning: Emily Dalton / Destinee Scott / Emily Graham
Account Team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou
Business Affairs: Anna Beth Nagel
Executive Creative Directors: Mark Fitzloff / Joe Staples
Production Company: Iconoclast
Director: Matthew Frost
Executive Producer: Charles-Marie Anthonioz
Line Producer: Caroline Pham
Director of Photography: Darren Lew / Joost Van Gelder
Editorial Company: Rock Paper Scissors
Editor: Angus Wall ("Inner Thoughts" :60 and :30) / Grant Surmi (:30/:15s)
Post Producer: Jared Thomas
Post Executive Producer: Angela Dorian
VFX Company: A52
VFX Supervisor: Jesse Monsour
Flame Artist: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
VFX Producer: Jamie McBriety
Color: Paul Yacono
Music Supervision: Nylon Studios
Artist: Apollo 100
Track: Joy
Sound Designer: Barking Owl
Mix Company: Lime Studios
Mixer: Matt Miller / Dave Wagg
Producer: Jessica Locke / Susie Boyajan


The latest work, news, advice, comment and analysis, sent to you every day

register free