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WHY & HOW
This was a race. Not a run. To Inspire her Most Competitive Mindset and Reclaim a Winning Edge in Running for Her.
OBJECTIVE
Launch a new innovation for the brand.
Own the pregame moment and create brand impact with a groundswell of athlete and team authentication.
APPROACH
Authenticate the innovation through widespread athlete adoption. Turning consumer intrigue into obsession through the voice of our athletes.
UNVEIL
In October, as part of our broader commitment to athlete innovation, we unveiled Nike Mind to the world. Since unveil, momentum has continued to build for this new platform, driven by both athlete pull and strong cross-functional alignment. Key highlights since our initial unveil include:
434K
Notify Me Signups
(312K on Global Nike Digital, 100k from EMEA), a 2184% increase since unveil (19K to 434K)
3.5M
Visits
to our PDPs and 517K
visits to our CDP on
owned digital
65+
Posts
on elite athlete or team channels featuring Nike Mind, and countless more from creators
A major driver of this momentum has been the new ways of working across our Inspire functions. Thanks to a tightly aligned vision and objective across Marketing, Sports Marketing, and Comms, Nike Mind has shown up in an unmissable way on our athletes, clubs, and media partners. This partnership has not only fueled early impact, but we are committed as a team to take these learnings into the future.
SPORT TAKEOVERS
Athlete + Sport moments:
Erling was the first unveil the Mind 001 ahead of WC international game - during which he scored his 50th goal for his country.
ENG national team camps for both Men’s and Women’s teams leveraged for full Athlete immersion to the product via EKIN’s making national news during their WC qualifier game.
AFCON: Full Nigeria team wearing the footwear pregame during the competition.
Players of PSG dropped into HOI to experience the innovation first hand at a consumer activation event.
South Africa vs Ireland: the week prior to the game the Springboks trialed the Mind001.
FC Barcelona full Mind 001immersion: The Club curated a specific moment and dropped a long format YT piece and teased it on their social channels.
Educate our most pinnacle athlete roster at After Dark Tour (ADT): Sifan Hasan, Keely Hodgkinson, Georigia Hunter Bell were amongst those trailing Mind001.
Hyrox: 220 Mind Game trials delivered to athletes ahead of their race. The consumer trial included an EKIN product education session combined with a pre -race visualization with London mental fitness Coach Maya.
LAUNCH
On January 8, we officially launched Nike Mind globally across our ecosystem. The launch plan was designed to be pinnacle at every touchpoint, scaled across the marketplace, and anchored in sport moments. From premium retail expression across door formats, to athlete and creator storytelling, to Nike Mind experiences at key sport moments, to owned digital platforms, the work came to life in a fully integrated way.
NIKE DIGITAL HIGHLIGHTS
Mind Game CDP (1.08–2.02)
2.4M
Visits
23%
Bounce Rate
3.1%
Conversion Rate
63.6%
% to PDP
53.3%
Checkout Success
97K
Notify Me Sign Ups
NIKE RETAIL HIGHLIGHTS
Mind Game CDP (1.08–2.02)
2.4M
Visits
23%
Bounce Rate
3.1%
Conversion Rate
63.6%
% to PDP
53.3%
Checkout Success
97K
Notify Me Sign Ups
NIKE PARTNER HIGHLIGHTS
Zalando x Mind Game:
(Berlin)
2.4M
Visits
23%
Bounce Rate
3.1%
Conversion Rate
63.6%
% to PDP
53.3%
Checkout Success
97K
Notify Me Sign Ups
2.4M
Visits
23%
Bounce Rate
Zalando:
53.3%
Checkout Success
WIT:
63.6%
% to PDP
CONSUMER ACTIVATIONS
The Outernet: (London)
KEEP IT TIGHT © 2026 NIKE RUNDOWN
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