Noticed an uptick in sweaty selfies hashtagged #betterforit in your Insta feed lately? That’s all Nike and its legion of followers who are taking the brand’s challenge to hit the gym/studio/pavement even when they realllllly just don’t feel like it.
Now, the shoemaker takes a turn as entertainer, with its first-ever original series, Margot vs Lily—A Better For It Production. The fictional eight-episode show follows two sisters through a challenge; for Lily, a YouTube Fitspo star, to make friends IRL, and for Margot, an anti-exercise enthusiast, to start her own workout vlog.
You’ll def spot many swooshes as you watch, but the videos really do feel more like entertainment than sneaky advertisement—probably because of the relatable characters (especially the can’t-be-bothered Margot, who gets fired for tweeting from her company’s account that the CEO is “Stalin, without the charisma”), and the solid team behind the camera. The series was directed by Tricia Brock, who has also worked on Girls, and produced by Alfonso Gomez-Rejon, who received an Emmy nod for his work on American Horror Story: Coven.
New episodes will roll out on Nike Women’s YouTube channel every Monday, starting February 1, but we’ve got a sneak peek at the first one below. Go ahead, grab the chips and tune in (JK… sorta….)