The real girls of Moscow

After a week of talking to and more importantly training with real athletes and women in Moscow, one thing became really obvious.

Sport and exercise wasn’t just a personal hobby to them - it was a public statement. A way of claiming and affirming a new female identity, that could be built around unapologetic toughness, performance and achievement. An act of rebellion against the traditional rules and limits for being a girl. They didn’t want Nike to tell them who they were or why they should work out - they wanted Nike to help them show their city who they were already. So that’s exactly what we did.