Nike Pushes Further Into Fitness & Wellness With Launch of Well Collective
Nike will be adding over 1,000 global fitness trainers to lend expertise in creating holistic fitness content
Nike has furthered its commitment to mind and body with the launch of Nike Well Collective, an initiative inspired by the insights of women but designed to support the wellness journey of everyone.
While remaining a sport company at its core, the new Nike Well Collective signals the brand’s additional identity as a movement and wellness brand, one built on holistic fitness pillars such as supporting movement, mindfulness, nutrition, rest and connection.
The collective also takes on an inclusive approach.
“Inspired by insights from our Nike women’s consumer, Nike Well Collective is designed to support wellness journeys for everyone, however they define them,” said Amy Montagne, vice president and general manager of Global Nike Women’s. “It celebrates all bodies and all forms of movement. Because we know holistic fitness is more than just sport, it’s focusing on body, mind and life.”
Integrating credible information and services is a cornerstone of the Nike Well Collective.
Nike is utilizing its sports research lab and adding over 1,000 global fitness trainers to lend expertise in creating holistic fitness content, programming and experiences.
The collective is also engaging academics, researchers, scientists and medical professionals across its pillars, including Deepak Chopra, MD, a notable name in the mindfulness and holistic wellness industry.
The fundamentals of Nike Well Collective will be seen in its social media presence and app content for Nike Run Club and Nike Training Club. The new initiative also sees Nike Live stores transitioning to Nike Well Collective.
“As Nike exists to champion athletes and sport, our ultimate goal is to help more people move, feel good in their bodies and connect with what matters most — a life well lived,” added Montagne.
Nike breaks down the pillars as the following:
- In movement, Nike Well Collective will provide resources, inspiration and knowledge for moving — from traditional sports to activities like dance, yoga, walking and stretching.
- In mindfulness, Nike Well Collective will promote research-backed methods, such as meditation, visualization, breath work and self-talk, to feel more centered and balanced.
- In nutrition, Nike Well Collective will offer expert advice with an open-minded and shame-free approach to help people fuel their movement and feel their best.
- In rest, there will be actionable ways to maximize sleep and recovery.
- In connection, Nike Well Collective will present opportunities for community, both online and in person, along with promoting a greater connection to nature and self.
Nike recently partnered with Strava, a connected fitness subscription platform, allowing users to share activities, motivation and build community across both platforms.
