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15 Feb 2024
Nike takes on Les Mills and Adidas with the launch of Nike Well Festival
BY
Kath Hudson
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Nike has launched a global series of events
photo: Nike Inc
Nike, is launching a one-day fitness, wellness and mindfulness festival in London next month, before taking the event around the world. Scheduled to take place on 2 March, at the Woolwich Works, the Nike Well Festival is being organised by the Nike Well Collective, which was launched last year to deliver lifestyle guidance through the company’s global community of trainers and coaches.
On the launch of its Collective, Nike said it was committed to being more than a global sports brand, but aspires to be a place for everyone to feel connected and included.
“Our ultimate goal is to help more people move, feel good in their bodies and connect with what matters most – a life well lived,” says VP/GM of Nike Women’s category, Amy Montagne.
The Collective is founded on five pillars of holistic fitness: movement, mindfulness, nutrition, rest and connection and the Festival’s line-up of events reflects this aspiration.
Nike trainers will run high energy workouts and community runs. There will be skipping with Jump LDN and a class with The Curve Catwalk, the UK’s first-plus size dance class.
Fashion designer, Tega Akinola, will run creative workshops to make a water bottle holder with obsolete materials.
Really Nice Sounds will perform a sound bath and Rosie Hall, founder of The Rogue Room, will lead a slow-flow yoga session.
Writing, breathwork, gratitude and affirmations are also on the bill, as well as panel discussions to talk about subjects such as keeping balance, protecting good vibes and letting go of toxic ones.
LGBTQ+ charity, Not A Phase, will run a unique session about turning vulnerability into a strength.
Heptathlete, Katarina Johnson-Thompson, will be speaking, as well as Team GB swimmer and founder of the Black Swimming Association, Alice Dearing and former 400-metre runner, Perri Shakes-Drayton.
After London, the event will travel to Barcelona, Berlin, Istanbul, Johannesburg, Milan and Paris.
The events are very much following in the footsteps of Les Mills Live – a global cycle of fitness festivals from fitness giant, Les Mills.
Les Mills delivered its Live event to five thousand consumers and instructors in London last year. The event was the first be be filmed in VR.
The company has also joined forces with Nike's rival Adidas in a brand partnership to shape the future of training.
Examples of upcoming Les Mills Live events include Brisbane on 3 March.
Nike is even using some of the same venues as Les Mills, which is holding its next Les Mill Experience – another of the company's event brands – at Woolwich Works this Saturday, 17 February 2024.
Nike made some big moves in fitness during 2023, with the launch of the Nike Well Collective, an announcement that it would hire 1,000 instructors and the launch of Nike Studios.
However, instructor vacancies are not yet listed on the Nike jobs portal and the rollout of Nike Studios appears to have stalled, with only one additional location in Austin, being added since launch.
Nike's share prices did not respond significantly to any of these announcements, indicating that investors were not immediately convinced by the moves.
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