Nike Launches Well Collective
A new training approach embracing holistic fitness.
Nike has officially launched Well Collective, a commitment stretching beyond its role as a leading sports brand to deliver innovation, expertise, services, and experience across body, mind, and life. The new initiative is inspired by insights from Nike Women’s consumers and is designed to support wellness journeys for everyone.
“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,” says Amy Montagne, VP/GM of Global Nike Women’s.
Nike Well Collective is formed by five pillars of holistic fitness including movement, mindfulness, nutrition, rest, and connection. Reflecting the change in focus will be an IG handle switch from @niketraining to @nikewellcollective and the closing of the @nikeyoga handle. Nike looks to deepen its community by onboarding more than 1,000 new global fitness trainers from Los Angeles to Paris to Shanghai to Seoul. The brand will also engage with a diverse roster of leading academics, researchers, scientists, medical professionals, and authors to push and support its core pillars.
“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 Liz Weldon, VP, Global Nike Women’s Brand Management. “Nike Well Collective is the action behind those aims, giving the guidance and support needed for anyone to reach their personal wellness goals.”
Head to Nike’s dedicated website to learn more about its approach to holistic fitness.
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