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June 23, 2023
Global sports brand Nike is advancing a commitment to deliver innovation, expertise, services and experiences across body, mind and life. It’s new Nike Well Collective is inspired by insights from women and is designed to support wellness journeys for everyone.
66% of the global population is paying more attention to their overall health than before the pandemic. Around 4 in 10 people say that eating well, exercising regularly and saving money are the top priorities for them to manage their wellbeing.
Moving away from only being seen as a sports and performance brand, Nike’s objective is more holistic with the overall goal to link fitness to mindfulness and wellbeing. The brand states that women are redefining what sport is and the opportunity it represents, therefore it has shifted to help accelerate the change that they want to see.
“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,” said Amy Montagne, VP/GM of Global Nike Women’s.
To deepen its worldwide trainer and coaching community, Nike is onboarding more than 1,000 new global fitness trainers “from Los Angeles to Paris to Shanghai to Seoul.” The brand will also engage with diverse, award-winning academics, researchers, scientists, medical professionals and academic authors across its holistic fitness pillars, reproductive health and more.
The Collective is built on five pillars:
- Movement – providing resources, inspiration and knowledge for moving your body – from traditional sports to yoga, walking and stretching.
- Mindfulness – promoting research-backed methods like meditation, visualization, breath work and self-talk, to feel more centered and balanced.
- Nutrition – offering expert advice with an open-minded and shame-free approach to help people fuel their movement and feel their best.
- Rest – leading with the latest research, Nike will provide actionable ways to maximize sleep and recovery.
- Connection – presenting opportunities for community and greater connection to nature and one’s own self, both online and in person.
Nike has already taken strides in wellbeing like prioritizing workplace wellness with a week off or onboarding ambassadors with a strong affiliation for mental health. Now with the brand’s holistic fitness approach across everything, its services and physical and digital experiences are also on the path of changing like never before. Its Nike Live stores were changed to Nike Well Collective stores last week and will focus on women’s sport and lifestyle journeys and every moment in between. Content across its social media is also being tailored towards real everyday people and especially women, with a particular focus on real-day wellness activities.
Photos: @NikeWellCollective IG
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