The Brief:

Rebrand Nike’s training business as fitness, while simultaneously building and launching a new brand offering that encompasses products, services, events, and people (e.g. signed trainers).

The Concept:

Life is meant to be lived — not measured, timed, calorie-counted, or quantified in the pursuit of an ideal. Nike Well Collective is the space where judgement-free, fun-first fitness combines with other modalities to help you build a well-balanced life: mindset, nutrition, rest, and connection. Nike Well Collective honors your body and mind so you can rediscover your life, well-lived.

The Deliverables:

A complete brand identity, including name, tagline, messaging guidelines, and visual center that was leveraged across digital and physical platforms, including the redesign of a fleet of Nike stores. A social media strategy, launch plan, and correlating content for owned and paid media, and a full Instagram channel wipe and handle-flip. Processes and partnership with sports marketing to better engage and sign the trainers, coaches, and instructors that would support and align to the mission of the Nike Well Collective.