Sports apparel giant Nike is looking to repurpose its Live store formats into wellness hubs and put fitness at the heart of a holistic health and wellbeing offering. The company has launched a new strategic vision called “Nike Well Collective”, which is designed to provide resources, inspiration and methods to promote physical wellbeing.

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The five pillars of the Nike Well Collective are movement, mindfulness, nutrition, rest and connection. To support and execute its mission, the brand has recruited 1,000 new fitness trainers globally and a team of medical professionals and researchers who will provide actionable ways to improve sleep, body image and other factors that play a role in holistic wellness.

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As of June 13th, all Nike Live stores are now becoming Nike Well Collective stores, shifting the focus to showcasing experiences, support and innovation geared towards holistic fitness. The stores will feature curated product assortments supporting women’s sport and lifestyle journeys and every moment in between.

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The move comes as brands rush to get a piece of the $1.5 trillion wellness market pie, with many expanding to new product offerings in order to play across this broad industry space and gain wellness credentials. According to a report by McKinsey, wellness is broken down into various sub-categories ranging from health and fitness to nutrition, sleep and mindfulness.

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Amy Montagne, the VP/GM of Global Nike Women’s, said: “We’re a sport company, but I also see us as a movement and wellness company”. This illustrates how brands who were already playing a role in improving customers’ health are now actively and explicitly looking to brand themselves as wellness businesses.

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Sources: https://www.forbes.com/sites/claraludmir/2023/06/16/nike-looks-to-boost-wellness-credentials-with-nike-well-collective/