Nike’s flexing its fitness ambitions.
New gains. The apparel giant debuted Nike Strength, a line of premium strength training equipment.
With the goal of supporting “elite and everyday athletes on their training journeys,” the collection includes:
- Dumbbells (5–100 lbs) and kettlebells (9–88lbs)
- Barbells and bumper plates, including recycled rubber “Grind” weights
- Full and half squat racks, benches, dumbbell storage, and more
Currently available direct-to-consumer online and at select DICK’S Sporting Goods and Scheels locations, Nike is also accepting wholesale orders — signaling plans to outfit gyms, studios, and other commercial sites.
Just doing it. Nike is all-in on fitness and wellness, with equipment joining a growing list of developments.
In August, the company announced Nike Studios, planning to open its own boutique fitness studios. Now, in addition to outfitting its gyms with custom-branded equipment, Nike Strength becomes a standalone business.
The list goes on… From streaming workouts on Netflix to prioritizing holistic health via its Well Collective initiative, the sportswear maker is expanding beyond elite athletes.
Punchline: While other activewear labels aspire to become the next Nike, The Swoosh is pulling further ahead by using its iconic brand as a wedge into the world of fitness and wellness.
