Have you ever seen a sports apparel ad and thought, “Okay, show me something I can actually do!” Well, Nike has heard you loud and clear. In a movement called #betterforit, Nike features real women struggling through real workouts. They’ve embraced the increasing trend in marketing that shows that women prefer buying products modeled by women they can actually relate to. The best part of this? We’re moving towards an industry that embraces every individual’s flaws, making it okay not to look like an airbrushed model or even a completely chiseled athlete.
The campaign is part of the company’s goal to expand their women’s apparel line from $5 billion dollars to $7 billion by 2017. The market for women’s exercise clothing is growing, meaning that women everywhere are increasingly likely to get up off the couch and go to that yoga class or lift those weights at the gym. We may have to suffer through having someone’s foot in our face during downward dog, or the view of the size 2 model in front of as at spin class, but all that matters is that we’re getting up and moving. According to the #betterforit slogan, “If you’re brave enough to try, you’re strong enough to finish.”