Through the launch of “Well Collective”, Nike has gone beyond its role, that of a leading sports brand, to deliver innovation, expertise, services, and experiences in every aspect. It drew inspiration from Nike Women’s consumers to highlight holistic fitness and support wellness journeys for everyone.
Amy Montagne, VP/GM of Global Nike Women’s, said Well Collective 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. 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.”
Nike’s five pillars of holistic fitness – movement, mindfulness, nutrition, rest, and connection – forms the Nike Well Collective. It guides the brand on how to support 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.
Liz Weldon, VP, Global Nike Women’s Brand Management, and a certified integrative nutrition health coach, said their Nike Sport Research Lab experts will anchor the Well Collective with credible information and services for all aspects of holistic fitness, allowing deeper connections with consumers in more meaningful ways. “We want to be a trusted support network where people know they’re getting access to the best guidance, innovation, experiences, and community connection. Moreover, Nike is expanding its worldwide and world-class network of trainers, coaches, and experts to help advise and inspire its Well Collective.
The brand 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. Furthermore, Nike Well Collective will seek inspiration and drive connection, and provide service to its world-class and leading roster of athletes. Nike will connect its services and physical, and digital experiences like never before.
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