Nike announced its "Well Collective" initiative on Tuesday.

 

Nike announced its "Well Collective" initiative on Tuesday.  The holistic fitness initiative will add to Nike's branded content and programming. Nike's "Well Collective" e-commerce site allows customers to "shop by movement." The site arranges products in categories including "yoga" and high-intensity interval training (HIIT). Nike will rebrand its "Nike Live" stores as "Nike Well Collective" stores.  The company is also exploring "Nike Rise" and "Nike Style" store concepts as part of its D2C strategy.