Nike

Well Collective Tour

2023

The Nike Well Collective Tour was a transformative three-day wellness experience that traveled to three vibrant cities - Atlanta, Miami and Nashville. Going beyond the traditional focus on finish lines and calorie metrics, the initiative sought to foster a more inclusive atmosphere centered around self-acceptance, relaxation, and enjoyment for runners, wellness enthusiasts and everyone in between.

Each market kicked off with a surprise pop-up in front of the local Well Collective door to educate consumers on the store pillars and drive event registration. Day 2 hosted a 3.2 mile run (or walk) event featuring shoe trialing, recovery lounge, nutrition talk and support, product education and integration of the local run club community. Day 3 guided members through a silent yoga session and meditation focused on relaxation — accompanied by a recovery lounge, intention setting, aura photography and partners from the local wellness community.