Sure, everyone knows Nike as a leading sportswear brand, innovative through tech and design, and releasing some fire a** sneakers, but at the core Nike is way more than that. With its products acting as an extension of the body, whether it runs, swims or simply walks around the city, Nike just wants you to feel good in your own skin (and clothes). Simply put, its commitment to all of that is now called the Nike Well Collective.
Fitness doesn’t have to look like running on a treadmill and lifting weights, and Nike knows that. Speaking on the new initiative, Vice President of Global Nike Women’s Amy Montage stated “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”. The Well Collective is Nike’s way of touching all bases of wellness – mind, body and soul.
Its complete view of fitness is built on five pillars – movement is the most obvious one but can be interpreted from simply stretching to dancing; mindfulness is a super important one, which is why Nike is putting in the research into meditative and breathing techniques to feel centred and grounded; nutrition, quite an obvious one, comes shame-free and adaptable to each individual needs; to improve sleep and recovery, rest is added to the list of pillars; and finally, connection, providing online and in person communities with relationships between themselves and nature.
All of this doesn’t come out of thin air. Nike knows what they are doing, using its Sport Research Lab filled with PhD holders and researchers across both mind and body sciences who work with athletes from all over the world. Not only is the brand informed on all things wellness, but it’s also sharing that information with you, by expanding its roster of trainers, coaches and experts to tell you about it all.
Happening both physically and digitally, the sportswear brand has turned its Live stores into Well Collective stores, as well as a social media rebrand. It’s not just a name change though, it’s a change that involves you and the entire Nike community into a future that feels nothing but good.
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