Nike will be presenting an exclusive dance performance titled “Goddess Awakened” at Couture Week in Paris. The event aims to celebrate movement, style, and creativity by harnessing the collective power of female voices. This performance is a part of Nike’s strategic focus on women as a significant growth opportunity.
Furthermore, Nike recently introduced the Well Collective, marking a shift towards a more holistic approach that encompasses various aspects such as movement, wellness, mindfulness, and nutrition. This initiative reflects Nike’s commitment to embracing a new era guided by women’s voices and addressing mental health and overall well-being. The Well Collective revolves around five key pillars: movement, mindset, nutrition, recovery, and community.
In a bold move ahead of the Summer Olympics, Nike is making a strong statement in Paris this week.
Nike is set to make history as they host a captivating performance extravaganza in the midst of the women’s couture calendar. This groundbreaking event, choreographed by the talented Emmy Award-winning dancer Parris Goebel, founder of Palace Dance Studio in New Zealand, is titled “Goddess Awakened.” Drawing inspiration from the legendary Greek figure that Nike is named after, the performance will take center stage and revolve around the art of dance.
“This is something we’ve never done before,” said Liz Weldon, Nike’s vice president of global women’s brand management. “Paris is an important key city for us with the Olympics being there next year. So we felt it was an important moment to be there and celebrate movement, style and creativity through the collective power of female voices. We’re going to be celebrating womanhood and feminine strength, and the performance will really have a message and a story. And Paris is a great place for us to launch that message.”
The event is part of a larger strategy for the Oregon-based sports brand, Weldon said. For the past several years Nike has been heightening its focus on women, a category it sees as a major growth opportunity. The brand is already the largest women’s footwear and apparel company in the world with sales of $8.3 billion in fiscal 2022, but it has identified the 2020s as the decade of women, where it hopes to further increase its reach.
Last month, Nike unveiled Well Collective, a shift in focus from the brand’s historically competitive sports such as running to a more-holistic approach encompassing movement, wellness, mindfulness and nutrition.
“With the launch of Well Collective, this moment around style and then the women’s World Cup in Australia [at the end of July], we felt it was the right time to touch on all of the facets of serving women more holistically,” Weldon said.
She said Well Collective represents a real commitment from Nike to “expand into a new era led by women’s voices. This is for everyone, but we just feel women are leading the conversation right now around mental health and wellness. We’ve spent a tremendous amount of time listening to those insights to serve more than just the physical body, or what we call mind, body and life.”
Weldon explained the Well Collective centers around five pillars — movement, nutrition, mindset, recovery, and community — and aims to provide women with the tools and resources they need to live a balanced and healthy lifestyle.
Nike’s focus on women is not only evident in its product offerings but also in its marketing campaigns. The brand has been partnering with female athletes and influencers to promote its message of empowerment and inclusivity. Nike’s “Dream Crazier” campaign, featuring tennis star Serena Williams, was widely praised for challenging gender stereotypes and encouraging women to break barriers in sports and beyond.
With the upcoming performance in Paris, Nike aims to further solidify its position as a brand that champions women and celebrates their strength, creativity, and individuality. By hosting a performance during the women’s couture calendar, Nike is demonstrating its commitment to bridging the gap between fashion and sports, and showcasing the powerful intersection of athleticism and artistry.
As the countdown to the 2024 Summer Olympics begins, Nike’s presence in Paris serves as a reminder of the brand’s dedication to empowering women in sports and beyond. Through events like “Goddess Awakened” and initiatives like Well Collective, Nike is shaping the future of women’s sports and inspiring a new generation of female athletes to push boundaries and redefine what it means to be a woman in the world of sports.
In a world where women’s voices are increasingly being heard and celebrated, Nike is leading the charge by providing a platform for female athletes and creatives to showcase their talents and inspire others. With its performance in Paris, Nike is not only promoting its brand but also amplifying the voices and stories of women, proving that when women come together, they can achieve greatness.