Nike is committed to being more than the leading global sports brand. The Nike of today is a brand of movement and a place for everyone to feel connected and included.
It celebrates the joy of movement, the power of mindfulness and the benefits of considering the whole self. This vision has a name: Nike Well Collective.
“Inspired by insights from our Nike Women’s consumer, Nike Well Collective is designed to support wellness journeys for everyone, however they define them. 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,” says Amy Montagne, VP/GM of Global Nike Women’s. “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.”
Forming Nike Well Collective’s foundation are Nike’s five pillars of holistic fitness: movement, mindfulness, nutrition, rest and connection. These pillars guide how Nike supports every aspect of wellness through its expansive, connected ecosystem, including stores, social media, and the content on its apps, Nike Run Club and Nike Training Club. Here’s how the pillars break down:
• In movement, Nike Well Collective looks to provide resources, inspiration and knowledge for moving your body — from traditional sports to activities like dance, yoga, walking and stretching.
• In its mindfulness pillar, Nike Well Collective will promote research-backed methods, such as meditation, visualization, breath work and self-talk, to feel more centered and balanced.
• In the nutrition space, it will offer expert advice with an open-minded and shame-free approach to help people fuel their movement and feel their best.
• Leading with the latest science, the rest pillar will provide actionable ways to maximize sleep and recovery.
• Finally, in its connection pillar, Nike Well Collective will present opportunities for community, both online and in person, along with promoting greater connection to nature and one’s own self.
Sport science and innovation is in Nike’s DNA. In its Nike Sport Research Lab, Nike has world-class PhDs and researchers across mind and body sciences who work with elite and everyday athletes around the world to create the future of sport. This expertise will anchor Nike Well Collective with credible information and services for all aspects of holistic fitness, allowing deeper connections with consumers in more meaningful ways, says Liz Weldon, VP, Global Nike Women’s Brand Management, and a certified integrative nutrition health coach. “We want to be a trusted support network where people know they’re getting access to the best guidance, innovation, experiences and community connection,” she says.
In addition to leveraging its premier sport-science expertise in the Nike Sport Research Lab, Nike is also expanding its worldwide and world-class network of trainers, coaches and experts to help advise and inspire Nike Well Collective. In the coming months, Nike will deepen its worldwide trainer and coaching community, onboarding more than 1,000 new global fitness trainers, from Los Angeles to Paris to Shanghai to Seoul. Their inspiration and expertise will help create holistic fitness content, programming and experiences across Nike’s ecosystem. Nike is also engaging with a diverse roster of world-class and award-winning academics, researchers, scientists, medical professionals and academic authors across its holistic fitness pillars, such as Deepak Chopra, MD, a leader in mindfulness and holistic wellness and founder of The Chopra Foundation and Chopra Global.
At the same time, Nike Well Collective will continue to do what Nike does best — seek inspiration from and drive connection and provide service to its world-class and leading roster of athletes, for whom the five pillars are instrumental in how they live their lives and perform at the highest levels in their respective sports.
With its new holistic approach, Nike is connecting its services and physical and digital experiences like never before. Beginning June 13, in the retail space, Nike Live stores will become Nike Well Collective stores. For Nike, these digitally driven, member-focused spaces — with curated product assortments supporting women’s sport and lifestyle journeys and every moment in between — are the ideal backdrop to continue to improve and enhance how it serves holistic fitness and wellness.
Also on June 13, the @niketraining Instagram handle will become @nikewellcollective; Nike will sunset its @nikeyoga handle. More than just a shift in name, these changes will be seen and felt in the fresh, authentic, relatable content featured on the channel. This is an intentional reflection of Nike’s evolution and its focus on the five pillars of holistic fitness, and it represents a commitment to serve the full spectrum of wellness as people see and live it.
“We’re a sport company, but I also see us as a movement and wellness company — this means embracing and celebrating all forms of movement and all health journeys, and being your authentic self,” says Weldon. “Nike Well Collective is the action behind those aims, giving the guidance and support needed for anyone to reach their personal wellness goals.”
For more on Nike’s approach to holistic fitness, check out “All Moments, All Movement”. To learn more about Nike Well Collective, go to nike.com/nikewellcollective and follow @nikewellcollective on Instagram.