Nike’s Better For It Campaign Travels To Moscow

Spearheaded by Wieden+Kennedy Amsterdam, Nike Russia has joined the global Better For It platform which encourages women to push themselves further when exercising.

Dubbed the Real Girls of Moscow, sports and fashion photographer/director Carlos Serrao has created a series of short films that celebrate women embracing sport and breaking the female stereotype.

The original global campaign launched in April captured women’s thought process during sporting activities, often resulting in comedic and inspiring spots.

The Russian arm continues this same structure – with eight top athletes starring in short films showing the ups and downs of exercising, and they challenges they regularly have to face.

To mark the release of the films, the athletes were then each immortalized in outdoor murals around Moscow City and animated GIFS of the murals were then shared throughout the city.

Portraits of long jumper Darya Klishina and figure skater Adelina Sotnikova featured on the cover of Russian Vogue Sport to encourage women to take a more pro-active approach to sport.

Follow the campaign on twitter or get involved and share your work-out success via #BetterForIt.