Nike is branching into long-form content to target millennial women.
It has commissioned an eight-part series about a likeable slacker called Margot and an uptight fitness vlogger called Lily. The premise revolves around a bet made by the women, which dictates Margot must make fitness videos while Lily has to make friends. The series, which was created by Wieden & Kennedy Portland, forms part of Nike’s "better for it" hub for women. The work was directed by Tricia Brock and produced by Alfonso Gomez-Rejon, with a screenplay by Jesse Andrews.