The Birth of @NikeYoga

AMBITION
Launch and grow a Nike flagship channel rooted in yoga and community.

OPPORTUNITY
As like Lululemon and Alo Yoga became pinnacles of yoga, there was white space for Nike to enter the scene and experiment with a new style of flagship channel. In May 2021, @nikeyoga was born. @nikeyoga's strategic goal is to demystify yoga through diverse creators and storytelling. At the core, the goal was to create a welcoming space and foster a loving community of all-level yogis. We wanted this channel to feel more raw, real, and less produced. It wasn’t about selling product, it was about facilitating connection.

RESULTS
After 6 months live, we saw +50k in organic follower growth and had one of the most engaged social communities across the Nike social ecosystem (highest engagement rate/ER). Since leaving in 2022, Nike continues to reorganize and evolve how and where yoga show up across their channels. @nikeyoga has since been consolidated into @nikewellcollective.