the challenge
To leverage the power of the communities that had been authentically built by three Nike Well Collective Trainers, to show their communities how the foundational mix of strength, endurance and mobility (aka cross training) is a life-long tool for managing the stress of modern life.

the aim
To help people progress – maybe in big ways, maybe in smaller ones, but all creating a positive impact that started with the Nike Well Collective Trainers and rippled out right across their communities. That hit an objective of democratising cross training, by focusing on inclusivity, scalability and community.

 

“They show how open and honest conversation, mixed with knowledge and passion, truly gets the job done.”

Debbie Nuchelmans, Marketing Manager EMEA Men’s Fitness at Nike

the how
Providing Nike Well Collective Trainers with the framework and tools to inspire their communities. Over the course of three weeks, Alex Hipwell, Scott Britton and Mireia Borras explored the true meaning of strength, endurance, and mobility. Using our “progress practices” framework they guided their followers to reflect, recognise others, and set intentions. All of it was designed to help people progress, improve, and hit their goals.

Marketing Manager EMEA Men’s Fitness at Nike, Debbie Nuchelmans says “I’ve thoroughly enjoyed working with this squad. Clearly shows how open and honest conversation, mixed with knowledge and passion, truly gets the job done. This project became a wonderful, cross-functional team effort to authentically engage with our Nike Fitness consumers through our Nike Trainers, and I’m very happy about the results, insights and learnings gained.”