NIKE WELL-COLLECTIVE
Brand marketing, strategy, production and agency management for 23’ New York City Nike Well Collective.
The Nike Holistic Fitness Brand marketing team was tasked to create a strategy and execute the seasonal marketing plan for the new Nike Well Collective in New York City. The objective was to introduce the community to Nike’s new stance on wellness, through stories, services, experiences and products around our five pillars — movement, mindfulness, nutrition, rest and connection — supported by a global community of experts, trainers and more.
This came to life through the collective of city-based Nike Trainers, as well as studio partnerships. From the December holidays to summer, we hosted 100 studio takeovers throughout New York City, and seeded 150+ kits for our new leggings launch. We also had a huge focus on welcoming the new collective of trainers into the Nike family and hosted three welcome experiences where they saw a sneak preview of their future as Nike trainers.
Trainers & studios included: Rumble, Three Jewels, SESSION, Humming Puppy, Verayoga, Healhaus, Good Day Pilates & many more.
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Worked cross functionally with our partners in retail, digital and media to make sure the journey was seamless across all channels.
Together with digital we developed creator led studio takeovers which resulted in a new audience, authentic social content and a longer standing relationship with our content creators.
