From ‘Just Do It’ to ‘Just Feel It’—Nike Program Shifts Focus to Mental Health

For more than three decades, Nike has been defined by three iconic words: “Just Do It.” But its new platform about mental wellbeing marks a step change for the brand, by shifting the focus from doing to feeling. Mind Sets, which debuted on Thursday, is the first time that the brand has overtly linked physical health to mental health. Nike describes the platform as “a movement series designed for the mind … an uplifting program that focuses on how you feel, not what you achieve.” Mind Sets will launch globally across Nike’s channels, including its social media accounts, website and apps. Sponsored athletes and influencers will also promote the platform. It features curated content, exercise regimens and experiences aimed at helping people prioritize and improve their mental health. The first set of content includes an audio guided walk-and-run program with coach Dora Atim, a “Trained” podcast about burnout hosted by Jaclyn Byrer and Nike Run Club badges awarding users for prioritizing mental wellbeing. The Nike Training Club app offers “workouts for however you’re feeling” and guidance on holistic wellness, including tips for nutrition, recovery and sleep. More Mind Sets programs will roll out over the coming months. AnalogFolk Amsterdam developed and built Mind Sets with Nike’s internal team. The agency said in a LinkedIn post: “This campaign is a conversation. The first exercise is asking yourself this—how are you feeling?” Nike’s initiative comes as public awareness grows about the links between exercise and mental well-being and more athletes speak openly about their mental health. In May, tennis star Naomi Osaka withdrew from the French Open, citing mental health concerns, and gymnast Simone Biles also said she was focusing on her mental health when she withdrew from some events at the Tokyo Olympics this summer. Simone Biles Champions Her Humanity—and the Sports World Is Better for It “It usually takes extreme situations to normalize things. Let’s not wait to have burnout to start to consider the topic of mental health,” Manon Rossi, digital marketing specialist at Nike, wrote about Mind Sets on LinkedIn. “What if we start to put mental health back to the place it deserves—right at the center of all conversation? For athletes, for employees, for every human being. Mental health is and should stay at the core of all our concerns. Let’s slow down for a minute, pause and observe. No need to rush, no need to over-perform.” CREDITS: Client: NikeAgency: AnalogFolk AmsterdamExecutive Creative Director: Carren O’KeefeCreative Director: Tobias SnallCreative Team: Dan Northcote-Smith, Nick Moss, Zoe Akihary, Noam Kaestner, Jake Kedge, Kaz SaleminkEditorial Team: Morag Bruce, Jasmine Phull, Ashleigh KaneDesign Team: Camille Bouyer, Rhiannon SteptoeStrategy Director: Pierre-Axel Pejouan Senior Strategist: Sofia BodgerBusiness Lead: Roddy TaylorAccount Team: Jaspreet BahraProject Director: Sebastiaan PetersAgency Producer: Jamie Aubin Megan Thee Stallion Becomes Nike's 'Hot Girl Coach' in Stunning Wellness Campaign