Nike focuses on mental health
Exercise is clinically proven to improve mental health by improving self-esteem and cognitive function, as well as reducing the prevalence of anxiety, depression, and negative moods. Nike, which can boast of being experts in movement and exercise, presents the NIke Mind Sets program and platform in partnership with a creative agency AnalogFolk to inspire and uplift users across the brand’s vast ecosystem by helping them “move” in a way that makes them feel good and that prioritizes and improves their mental well-being.
Mind Sets will be available globally across Nike channels, including Nike social media, websites and apps, as well as Nike influencer and athlete channels. The platform will feature curated exercise content and experiences, such as an audio-guided walk and run program by a trainer Dora Atim, a podcast by Jaclyn Byrer, in addition to others Nike Training Club workouts and podcast episodes on burnout and prioritizing wellness. The platform will also integrate guidance for nutrition, recovery and sleep to create a more holistic wellness coaching experience for participating members.
Mental wellbeing is a huge topic, with many people around the world struggling to cope with its challenges, including world-class athletes like tennis players. Naomi Osaka, Single NBA Rookie of the Year Ben Simmons, along with many others in public office who are beginning to come forward.
The NIke campaign and Mind Set program are meant to start a conversation and contribute to the dialogue around wellness, while helping users set goals and stick to an ambitious routine with the help of guidance from experts. A year-long program, Mind Sets, is also used to promote Nike’s new Nike Training Club, which offers training programs for “all minds and bodies”. Designed to help ensure users’ fitness habits are consistent with daily content, goal-setting tools and incentives, the Nike Training Club is a way to normalize and add to the conversation on mental and physical well-being.
This article originally appeared in the PSFK report, Engaging Customers Around Aspirations.