David Farnor | On 27, Jan 2016

Nike is getting into the web series game, with the announcement of its own original YouTube series.

The show, which is called Margot vs Lily, will premiere on 1st February and run for eight episodes, with new instalments released every week. The series stars Samantha Marie Ware as Lily, a fitness-obsessed web celeb whose sister, Margot (Brigette Lundy-Paine), is allergic to exercise. As she challenges Margot to start a fitness regime, Margot snaps back that she should get some friends. Cue Lily trying to join in with other runners or do other social activities, while Margot struggles through stretches.

The series is, as you may have guessed, part of a marketing campaign for Nike, which will release the episodes on its Nike Women YouTube channel. The show ties in with its “Better for It” campaign,

A Nike spokeswoman tells Marketing Magazine: “Nike motivates and inspires women to be ‘Better For It’ with the most innovative digital and physical experiences, and conversations with these consumers made it clear that connecting with them through original programming made sense for their lives.

“Margot vs Lily – A Better For It Production was the result of countless consumer conversations and a desire to surprise and inspire them in a totally new way, ultimately igniting their own Better For It journeys.”

The show is written by Jesse Andrews and directed by Tricia Brock.

Nike is far from the first company to tap into the online video trend, though, with Channel 4 using All 4 as a way to combine short-form content, both films and series, and its commercial partnerships.

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