14 Apr Head to Head: Nike vs Sport England
Nike have this week launched #BetterForIt, a campaign to encourage more women to take up sport and exercise, which follows in the footsteps of Sport England’s recent This Girl Can campaign. Their 70″ launch film feels inclusive, personal and inspiring, appealing both to women who are new to sport and those who are regular exercisers.
What’s got us talking in the office has been how two campaigns which started from the same objective (to get more women into sport) have diverged so greatly in terms of execution. One makes a point of using ‘ordinary’ women, the other’s seem to come from a modelling catalogue; and while one is straight-faced, the other goes with self-deprecating comedy.
The most important contrast to us though is that one campaign inspires women to exercise because of how good it will make them feel, mentally and physically. The other tries to inspire women to overcome their fear of other people’s judgments in order to exercise.
Don’t get me wrong, I appreciate what This Girl Can set out to achieve. The world does need campaigns to get more girls into sport, and if This Girl Can gets results, then fantastic. But in the head-to-head between the two campaigns, which, ultimately, both want to increase participation, Nike has done the better, less patronising, job.