What: Nike is leaning into wellness with its newest initiative.

Why it is important: In an effort to further expand its reach beyond Sports, Nike announced the launch of the Nike Well Collective.

This initiative seeks to expand on ideas of mind, body and life, and to serve as a guide for “wellness journeys” for all of its consumers.

Nike will be transforming its Nike Live stores to become Nike Well Collective locations.

Using what it has designated as its five holistic fitness pillars (movement, mindfulness, nutrition, rest and connection), the brand also has plans to bring on more than 1,000 new global fitness trainers and will tap a roster of experts, from academics, researchers, scientists, medical professionals and academic authors to expand content across its holistic fitness pillars. Reproductive health will also be included in the initiative.

Nike’s Well Collective to shift focus from sports to holistic health