Jan 31, 2016
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Nike goes Hollywood with Margot vs Lily original series

Jan 31, 2016

Nike wants to double its women’s business in the next 5 years from $5.7 billion to $11 billion, and has created a new YouTube series premiering on Monday as part of its Better For It women’s campaign.


Nike worked with Hollywood executives, director Tricia Brock (“Girls,” “Silicon Valley”) and executive producer Alfonso Gomez-Rejon (“American Horror Story,” and Sundance Award Winner “Me and Earl and the Dying Girl”), to produce its 8 episode series featuring Margot and Lily, who are a catch-all of stereotypes to represent all the millennial women Nike wants to target in the coming years.

Margot, age 24, is not particularly interested in sport. She has a thriving social circle, just got fired and is a blank slate for New Year's resolutions. Lily, age 22, is a fitness junkie with almost 1 million people in her online following, but few real-life meaningful relationships.

The series hinges on the adopted sisters making a bet where Margot can get 1,000 followers of her fitness journey on YouTube, while Lily has to make 3 real friends. Their challenge is intended to show the highs and lows of their fitness journeys while training in Nike’s newest product.

Episode 1 of Margot vs Lily

“It’s about personal growth and pushing yourself to be your best,” explains Kerri Hoyt-Pack, VP of Global Brand Marketing for NikeWomen and Women’s Training. "This message embodies a relatable range of human experiences and emotion – from self-confidence to self-doubt – that women encounter with sport and fitness.”

If there is any question how important the women’s business is to Nike, the numbers don’t lie. Nike News reports “A half-million women across 33 countries pushed themselves last year to complete Nike half-marathons in Mexico City, Taipei, Nagoya and San Francisco, participate in Nike+ Training Club (NTC) sessions everywhere from Shanghai to Stockholm and join Nike+ Run Clubs (NRC) in New York, Rio de Janeiro and beyond.”

The series will debut on YouTube beginning February 1st. New episodes will launch every Monday through March 31st on Nike’s new Better For It online destination for all things related to millennial women’s fitness inspiration. The site also has a link to sign up for The Fix, a weekly motivational newsletter for US women.

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