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Nike transforms its Live stores into Well Collective, betting on fitness…

In Spain, the brand has six stores under this model located in Madrid, Barcelona, ​​San Sebastián and Marbella.


The American sports multinational Nike has announced that its Live stores will gradually transform into the new Well Collective concept, which is committed to fitness and care for the body and mind, according to the company in a statement.

In Spain, the American brand has six stores in Spain under this concept, which will be progressively transformed and two are located in Madrid and Barcelona, ​​joined by the one in San Sebastián and another in Marbella (Málaga).

Nike has indicated that this new initiative is based on five pillars that consider fitness as something holistic that includes movement, mindfulness, nutrition, rest and connection.

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“Inspired by the opinions of our consumers, the Nike Well Collective is designed to support everyone in the journey of achieving well-being, however they define it. We celebrate all bodies and movements. Because we know that holistic fitness is more than sport is thinking about the body, the mind and life in general,” said Nike Women’s Global VP/GM Amy Montagne.

These five pillars define the new way in which the sports multinational wants to support all aspects of well-being through its ecosystem, which includes stores, social networks and the content of its applications, Nike Run Club and Nike Training Club.

In this way, Nike Well Collective seeks to provide resources, inspiration and knowledge to move the body from traditional sports to activities such as dance, yoga, walking and stretching.

In her ‘mindfulness’ pillar, she will promote research-backed methods such as meditation, visualization, breathwork and self-talk to feel more centered and balanced.

In the field of nutrition, it will offer expert advice with an open approach to help people fuel their movement and feel better, while the rest pillar, based on the latest scientific advances, will offer practical methods to maximize sleep and recovery, and in connection, it will present opportunities to create community, both online and in person, in addition to promoting a greater connection with nature and with oneself.

In the coming months, Nike plans to expand its global community, adding more than 1,000 new fitness trainers from around the world, from Los Angeles to Paris to Shanghai and Seoul.

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