Nike signs Jessie J to target women across Europe

http://www.youtube.com/watch?v=nql49wrkURY

Nike has signed popstar Jessie J to front the European phase of its ‘Just Do It’ 25th anniversary campaign in a bid to motivate women to embrace their potential.

The motivational campaign is led by the brand’s “Endless Possibilities” advert featuring several women overcoming ‘testing’ circumstances including running from wolves, swimming to the bottom of the ocean and competing on the Olympic stage for gymnastics.

The Jessie J starring video is backed by the brand’s first Nike+ European challenge which invites members and their friends to compete a marathon throughout September. The “Do It Like a Dude” singer will also share details on her own training regime with fans through her own online channels.

The effort is the latest in a flurry of activity from the sportswear maker to broaden the appeal of its 25-year old “Just Do It” slogan. The brand is rolling out a series of initiatives across the globe in the coming months to inspire both men and women to reach their goals.

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