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Over Five Thousand Women Fuel the Better For It Movement in Stockholm

Following the launch of Nike’s #betterforit campaign, an initiative to inspire women around the world to go outside of their comfort zones, push their limits and have the courage to try, Nike hosted two days of sweat-drenched activities just for women in Stockholm. 

It was the final stop of NTC global tour, which engaged more than 200,000 women to run and train in more than 13 countries. In Stockholm, more than five thousand women hit their #betterforit milestones with a full day Nike+ Training Club experiences and a 10K race. The event was the latest step towards Nike’s long-standing commitment to help women achieving their personal goals.


On Saturday 27th of June all the runners took off from Kungsträdgården, as they pushed themselves to either achieve their personal best or to complete their first ever race. Icona Pop warmed up the crowd and then along with running legends Joan Benoit Samuelson and Paula Radcliffe, signalled the start of the race.

The women ran from Kungsträdgården in the heart of Stockholm, over to Gamla Stan, Slussen and onwards to trendy Södermalm. At the Västerbron the girls saw one of the most iconic views over Stockholm and ran back to Kungsträdgården to celebrate. Frida Lundén was the winner of the race with 35 minutes and 25 seconds.

Running Legends Paula Radcliffe and Joan Benoit Samuelson with Swedish electro pop duo Icona Pop

"It has been an amazing experience to be a part of this race. I paced some runners to the finish line and I was amazed by the energy and commitment of the Swedish runners” — Paula Radcliffe


NTC Tour Stockholm

On Sunday 28th June saw over 1000 young women participate in Nike+ Training Club Stockholm. Kicking off the day, all the girls took part in NTC classes held in Kungsträdgården by NTC Master Trainers Marie Purvis and Kirsty Godso.

The day continued with several different classes, from NTC Yoga to NTC HIT, NTC Urban Dance and NTC Barre Move – all held at different, iconic locations in the heart of Stockholm. In the afternoon, Icona Pop held an energetic workout class for all the girls in Kungsträdgården. Everyone gathered for the NTC Power Finale to celebrate their great achievements at the end of the day. 

"It was so special to run this beautiful route in our home town of Stockholm . We are even happier that the 12 months of training really paid off - we killed our Personal Bests. The Icona Pop workout during the NTC Tour was the icing on the cake. It was so great to see all those women come together and work out to our music. It feels like we are just getting started!" — Icona Pop 


To fully equip the girls for the week end, the JDI village featured a Nike Pop-Up store to provide the innovative product offer and  was accompanied by bespoke services ranging from Run analysis, Bra Fitting to hair styling.