Our challenge/opportunity

Nike has repositioned their Training and Fitness category to focus on the Holistic Fitness of all athletes that live and breath a lifestyle of overall physical or mental well-being. 

Whether it’s Strength & Conditioning to Yoga & Meditation, Nike’s ‘new’ category known as the Nike Well Collective emcompasses all coaches, trainers, and wellness-minded individuals centered around movement, mindfulness, nutrition, rest, and connection.

After signing 100 new Nike Well Collective Trainers across New York and Los Angeles, Nike wanted to authentically welcome them all into the world’s largest sports apparel family with an exclusive 3-Day Onboarding Wellness Retreat Experience in Carefree, AZ.

Our Solution

With a focus on Nike Well Collective’s five pillars of Holistic Fitness: Movement, Mindfulness, Nutrition, Rest, & Connection, BeCore worked cross-functionally within Nike to develop an overall athlete experience journey, 3-Days of strategic programming, high-volume product management, moments for campaign content capture, logistics planning, and environmental design + production to bring to life the inaugural Nike Well Collective Trainer Exchange (aka NWC Trainer Exchange).

The NWC Trainer Exchange experience consisted of a personalized journey for each participant including catered meals designated specifically to each individual's unique diet preferences. Exclusive Nike Product assortments were gifted to each attendee via Room Drops and daily, rotating product pick ups from an onsite Nike Shop, etc. Each outfit provided, was carefully curated to match the programming for each day. Daily programming consisted of general Nike Well Collective onboarding sessions with Executive Leadership, Somatic Movements activities, Sound Baths Meditations, Nike Athlete-led workouts, Styling Sessions, Desert Mountain Hikes, Field Day Competitions, and much more.

Our success/results/outcome

The Nike Well Collective Trainer Exchange was an absolute success. 

Trainers from across the country became immersed into the world of Nike, learned about the purpose and intentions of the Well Collective and bonded with other new members of the Nike Family for the first time ever. 

The NWC Trainer Exchange resulted in these newly signed trainers authentically becoming brand evangelists for the newly formed, Nike Well Collective.

KPIs

130 VIP trainer attendees

3 days of holistic fitness programming