Nike Targets Women with Branded Content Series

We all love a good Nike ad but now the company has announced its imminent venture into branded content with a new series targeting women through agency Wieden+Kennedy Portland.

Following the lives of two central female characters - one on a mission to make her miles count but with limited social skills, and another who is more at home with mixing amongst it but not quite up to spending time on the treadmill - the show offers a look at the culture of the company's consumers, encouraging self improvement through entertainment.

The eight-part series is based on a bet made by the pair about how they can change their habits and become better people, each taking traits from the other and filling in the blanks.

The brand has already targeted female consumers with Nike Women running events and womenswear stores and the new series is the latest to highlight that it caters for all its fans and fitness followers in engaging ways.

In the past few days the company has been hosting Twitter Q&A sessions with its Nike Master Trainer athletes along with other activations as part of Women's Week further highlighting its dedication to the cause to get more women active and feeling good about themselves.

Margot vs. Lily will air on YouTube on Monday 1 February. Watch the trailer below for a flavour of what’s to come and find out more at Nike.com/betterforit.