Nike Celebrates Russian Female Athletes in Murals and Inspiring Spots

'Real Girls of Moscow' Campaign Includes Street Posters of Everyday Athletes

Published On
Jul 07, 2015

Editor's Pick

Nike has taken its #betterforit theme of female athletic empowerment to Russia, with a new campaign that celebrates the "Real Girls of Moscow."

The campaign, by Wieden & Kennedy Amsterdam, celebrates Russian athletes who were once ordinary Moscow girls, such as Mariinsky Ballet and American Ballet Theater principal Diana Vishneva (seen here), Katya Izotova, a former world champion in Thai boxing, Adelina Sotnikova, 2014 Olympic gold medalist in figure skating, long jumper Darya Klishina and Olga Markes, founder of yoga website Sekta. Each athlete is featured in a series of giant outdoor murals across Moscow and in animated GIFs geo-located to the original mural so people can find it in the city.

The famous athletes are featured in a series of online films shot by sport and fashion photographer Carlos Serrao. They highlight a woman's inner thoughts while working towards her goals -- a theme explored recently by Nike and W&K Portland in the U.S. spot Inner Thoughts.

Nike also turned Instagram posts of real girls working out in the city into street posters around Moscow, and it recently took over Gorky park for a 10 day sport experience, in which more than 25,000 girls came together to participate in activities such as yoga and dance.


Jul 07, 2015
Agency :
Wieden & Kennedy-Amsterdam
Brand :
Nike (Russia)
Client :
Nike (Russia)
Executive Creative Director :
Mark Bernath
Executive Creative Director :
Eric Quennoy
Creative Director :
David Smith
Creative Director :
Alvaro Sotomayor
Creative Director :
Craig Williams
Art Director :
Ignasi Tudela
Copywriter :
Zoe Hawkins
Head of Content :
Joe Togneri
Broadcast Production/Head of Art Buying :
Maud Klarenbeek
Art Buying/Broadcast Production :
Javier Perroud
Head of Studio :
Jackie Barbour
Retoucher :
Dario Fusnecher
Project Manager :
Janna Harrington
Business Affairs :
Michael Graves
Production Company :
Terrie Tanaka Management
Director/Photographer :
Carlos Serrao
Director, Photography :
Monica May
Producer :
Amy Lynne
Executive Producer :
Terrie Tanaka
Makeup :
Mark Williamson
Hair :
Hanjee at Jed Root for Hanjee Hair Gallery
Editing Company :
The Whitehouse Post
Editor :
Sam Gunn
Audio Post :
Wave Amsterdam
Sound Designer/Mixer :
Alex Nicholls-Lee
Music :
Glintshake / Massivemusic
Post Production :
Flame Artist :
Morten Vinther
Telecine :
Scott Harris
Producer :
Jane Bakx
Digital Production and Social Activation :
Instinct BBDO Moscow

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