Nike will host a performance-based extravaganza on Wednesday in the middle of the women’s couture calendar. The immersive event, being choreographed by Emmy Award-winning dancer Parris Goebel, is titled “Goddess Awakened”.
The event is part of a larger strategy for the Oregon-based sports brand, Weldon said. For the past several years Nike has been heightening its focus on women, a category it sees as a major growth opportunity. The brand is already the largest women’s footwear and apparel company in the world with sales of $8.3 billion in fiscal 2022, but it has identified the 2020s as the decade of women, where it hopes to further increase its reach.
She said Well Collective represents a real commitment from Nike to “expand into a new era led by women’s voices. This is for everyone, but we just feel women are leading the conversation right now around mental health and wellness. We’ve spent a tremendous amount of time listening to those insights to serve more than just the physical body, or what we call mind, body and life.”
She said that internally, Nike has a rich history studying mind sciences, nutrition, sleep and recovery. “But we’ve never brought that research to the world. Now we feel we can expand on that to serve everyone.” “Nike Training Club has really focused more on hardcore, high-intensity training,” Weldon said, “so we’re expanding the app to have more nutrition services, more mindfulness and breath work to really normalize rest and recovery.”
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