- Nike is shifting its focus to the wellness space, with the launch of the “Well Collective.” The recent effort emphasizes holistic fitness and is geared specifically toward women, according to an organization blog post Tuesday.
- Nike is onboarding greater than 1,000 recent fitness trainers as a part of the Well Collective, which focuses on five pillars: movement, mindfulness, nutrition, rest and connection. The retailer can also be working with academics, researchers and medical professionals.
- The retailer is rebranding its Nike Live stores, which take a localized approach to a given community, as Nike Well Collective stores. Its @niketraining handle on Instagram will turn into @nikewellcollective and Nike is discontinuing its @nikeyoga handle.
Nike is moving purposefully toward a more holistic view of wellness that may include broadening its branded content and programming to include nutrition advice, mindfulness practices and methods of recovery, amongst other things.
The Nike Well Collective site currently features the flexibility to “shop by movement,” including yoga, HIIT and running, in addition to content like “Multiply Your Motivation Tenfold” and “Turn a Setback right into a Fast-Forward.” The retailer can also be rebranding its digitally focused Nike Live stores as a part of the shift. Nike developed these locations for loyalty members and has used them to connect with its women consumers specifically, but now they may also function a backdrop for Nike’s recent wellness focus.
“Inspired by insights from our Nike Women’s consumer, Nike Well Collective is designed to support wellness journeys for everybody, nonetheless they define them,” Amy Montagne, vp and general manager of Global Nike Women’s, said in an announcement. “It celebrates all bodies and all types of movement. Because we all know holistic fitness is greater than just sport, it’s specializing in body, mind and life.”
Montagne moved over to lead Nike’s women’s business in March, at the identical time that the corporate brought on a recent diversity chief. Women’s has been a growth focus for Nike for several years, and the retailer has sought to win over the demographic with women’s-focused product innovation and collections like its first maternity offering. That focus, nonetheless, has come alongside criticisms of the corporate’s corporate culture up to now few years, and its treatment of pregnant athletes.
Nike’s rebranding of its Nike Live stores comes because the retailer pursues a series of digitally focused store concepts as a part of its DTC strategy, including Nike Rise stores — which feature digital storytelling and display local sports, city and athlete data — and Nike Style, which features gender agnostic clothing and a localized assortment.
At the identical time, the retailer has been looking for ways to higher connect its wholesale and DTC channels, and has recently returned to two wholesale partners it backed away from in 2021: Macy’s and DSW.
Read the complete article here
