Nike partners with Headspace to create mindful workouts
Nike has launched a partnership with meditation app Headspace to add mindfulness elements to its branded training runs and workouts in a move that has caught the attention of consumers and industry insiders alike.
The Nike partnership with Headspace is offered to Nike Plus members who are using the platform to work out with Nike through it's Nike Training Club or Nike Run Club apps. The new feature offers incentivized rewards and insights designed to help app users perform better.
Explaining the feature in a release, Sean Bruich, VP of membership services and consumer knowledge, Nike, stated "We believe it’s critical to serve the complete holistic needs of athletes."
Nike already offers guided runs through its Run Club app but the new mindful runs are meant to help bring runners a sense of peace while they perform towards their goals. Currently on offer are mindful runs guided by Coach Bennett, Headspace founder Andy Puddicombe, and Olympic steeplechaser and Nike athlete Colleen Quigley.
Puddicombe said, “The guidance blends technical and motivational components, making it a little more active and upbeat than a sitting meditation."
In addition to the Run Club app, Headspace has been integrated into Nike's Training Club app for improved gym workouts. Explaining the issues that the new feature aims to tackle, Puddicombe stated, "science has shown that when we are heavily distracted, our performance can suffer, and we may not be able to experience the full health benefits of a workout."
Training suggestions offered by the new feature include how to pick a workout partner and exercises that can help reduce feelings of mental fatigue.
"It’s a different way of thinking about and approaching sport and sports psychology, and ultimately another tool athletes can use to be better,” commented Ryan Flaherty, senior director of performance with Nike Training.
The move to incorporate Headspace into Nike's digital platforms has been met with positive feedback so far. One LinkedIn user commented "I always thought Under Armour would be the first to incorporate mental health and wellness, but kudos to Nike," while another described the partnership as "out of the box."
The integration of mindfulness in the Nike Plus platform follows the larger theme of wellness which is emerging as a trend for 2018. While Nike is undoubtedly driven by its bottom line, it should be interesting to see how the company continues to form creative partnerships designed to offer more holistic services and products to its consumers.
The first three mindful runs are now available through Nike Run Club, while weekly themes for Nike Training Club will be announced on Mindfulness Mondays.
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