As gyms around the world closed due to the coronavirus pandemic, people have been trying all manner of ways to stay fit while being stuck at home (though people can go outside, as long as there is some distance maintained). Some have been wildly creative, like a French man who ran marathon distance in circles on his balcony (people are allowed to go outside as long as they maintain distance from each other).
Brands are filling the gaps as well. Home-based workout programs like Peloton, for example, have offered up free trials, which seems a savvy move considering the brand has had to close its showrooms. Other platforms, like Popsugar, have also jumped in, giving consumers free access to its own fitness app and program.
Today, Nike announced that it’s joining the mix as well, by giving consumers access to the premium features of the brand’s Nike Training Club (NTC) app. And in classic Nike style, the effort is supported with a super-simple, clean ad with copywriting the brand and their agency, Wieden + Kennedy, are known for.
The subscription-based service includes studio-style workouts, training programs and tips from the athletic giant’s master trainers. Some of the brand’s top athletes, like Sue Bird, Tiger Woods, Ellena Delle Donne, Serena Williams and Saquon Barkley, have been amplifying the message across their social channels.
The move follows Nike’s COVID-19 community response earlier in the week, with more than $15 million committed to response efforts.
Nike’s chairman emeritus and co-founder Phil Knight and wife Penny; executive chairman of the board (and former CEO) Mark Parker and wife Kathy; and the brand’s current president and CEO John Donahoe and wife Eileen, are personally donating a combined $10 million.
Those funds will support some of the brand’s hometown organizations including the Oregon Food Bank ($1 million), the Oregon Community Recovery Fund created by the Oregon Community Foundation ($2 million), and Oregon Health & Science University ($7 million) to improve statewide care coordination in Oregon, increase patient access, and ramp up operational readiness for expanded diagnostic testing for COVID-19.
The Nike Foundation also announced a $1 million donation to the global COVID-19 Solidarity Response Fund that was created by the United Nations Foundation and Swiss Philanthropy Foundation, supporting the World Health Organization and its partners.
The brand’s foundation also chipped in to aid the Oregon Community Recovery Fund, community organizations in the EMEA region, the Mid-South Food Bank and Community Foundation of Greater Memphis (Nike has operations in the city, including the brand’s largest distribution center), and the Boston Foundation’s COVID-19 Response Fund.