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Nike has been dedicating more focus on the women's side of its business. It started last year with its promise to grow its women apparel into an $11 billion division plus a compelling Better For It campaign. Now, the sportswear giant is launching a new campaign that seems to have its sights set on millennials.
The new campaign is a web series called Margot vs Lily, featuring "two sisters who couldn't be more different." Lily already runs a successful YouTube channel about fitness and she challenges her sister Margot to make her own and get more than 1,000 followers.
Nike describes Margot exactly like she's the main character in a Disney channel movie: "The quick-witted friend you always want around — until the punch line is you." Lily's challenge is to make three real friends.
The series promises to follow each of the girls' progress and uses language like "binge-watch" even though the episodes will be posted one-by-one every Monday once the series kicks off February 1st.
In addition to the video content, Nike also promises to bolster the series with "access to all-star athletes, on-the-go workouts and killer looks you can shop without pressing pause."
You can watch the trailer for Margot vs Lily below.