Nike has launched a campaign which it describes as its largest initiative to support women practicing sports, with a strong emphasis on digital media. Dubbed #Betterforit and started earlier this month, the campaign voices the inner thoughts of women taking part in yoga, spinning, running and weight training – often doubting their own abilities or appearance in a humorous way. The campaign produced by Wieden + Kennedy also involves top female athletes such as Allyson Felix, the world champion sprinter and four-time gold medalist. Nike's sales of women's footwear and apparel reached nearly $5 billion for the last full fiscal year and it wants to increase that to $7 billion in its fiscal year 2017.

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