Nike Well Collective is a new initiative from the leading shoe brand that seeks to empower women through holistic health.
- On June 13, Nike announced Well Collective, which it says will expand the brand to assist with “products and services that are increasingly inclusive and consider body, mind, and life.”
- Drawing on the five holistic fitness pillars—movement, mindfulness, nutrition, rest, and connection—Well Collective will reopen Nike Live stores as Nike Well Collective stores and turn the company’s Instagram account to share “wellness journey” stories.
- The initiative is designed, based on insights from the company’s female customers, to appeal to “all bodies and all forms of movement.”
- Part of the initiative will also address menstrual health and reproductive health issues.
- The company has seen a 6.4% stock valuation increase since last Tuesday’s announcement.
Why It’s Important
Nike has shifted its focus in the past five years to appeal more to the female market, pouring significant energy into its Nike Women’s brand. The purposeful shift toward holistic health has followed suit, with the company saying that “women are redefining what sport is and the opportunity it represents—and we want to help accelerate the change that they want to see.”
The company has brought together a team of elite athletes, collaborators, trainers, dance instructors, photographers, and other female leaders to explore the concept of movement, helping to create a lifestyle movement that empowers women to feel authentic and comfortable in their bodies.
“[It’s] 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 VP/GM Amy Montagne. “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.”
“A lot of new product solutions came out of the pandemic. Movement is very personal, and it’s dynamic. It’s about clothes that perform for your life, whatever that looks like. It doesn’t necessarily mean the performance. We are more purposeful in how we want to spend our time. We are more mindful in understanding what movements, meditation, breathing, what all of those things do for us,” says VP Tania Flynn.