Nike is going for gold.
Squad goals. The sportswear giant announced Swoosh TC — a nationwide network of elite distance running clubs with hubs in Utah, Oregon, and Arizona.
Combining top coaches and comprehensive training centers, the program aims to make American runners more competitive on the global stage while helping Nike re-establish dominance in the sport.
So win. Returning to its roots, Nike is all in on the athlete, doubling down on women’s events as it aims to reclaim its top spot in the zeitgeist.
Team sport. Emerging brands and athlete-centric models are challenging Nike’s running empire.
- On Athletics Club offers health insurance, injury/pregnancy leave, and a training facility in Boulder.
- Tracksmith hired elite runners as full-time employees and launched an NIL program for collegiate athletes.
- Bandit’s Unsponsored Project supports athletes without traditional sponsorships at major events.
Punchline: Searching for momentum, Nike is playing offense and innovating across the spectrum.
