Explaining Nike's new gym strategy from @jakeheyen
The creator explains Nike's recent business strategy shift in the fitness market. He first recounts Nike's failed attempt to launch its own 'Nike Studios,' then introduces their new partnership with the successful Australian chain, The Yard Gym, and analyzes why this move is a smart play that allows Nike to 'power' a winning gym instead of competing with one.
Creator: @jakeheyen on Instagram
Video format
Split screen
Video outline
- State surprising brand pivot
- Recount previous failure
- Introduce successful partner
- Deliver strategic takeaway
Narrative framework
The Pivot Playbook
Narrative framework logic
Deconstructing a major entity's strategic failure and subsequent successful pivot by partnering with a winning player in the same space.
Topics: Business Strategy, Brand Strategy, Marketing, Sports
Concepts: Case Study Breakdown, Headlines
Formats: Split screen
Elements: B-Roll Cutaway, Picture-in-Picture, Image Overlay, Title Text Hook
Account types: Personal Brand, Brand
Transcript excerpt
Nike is officially back in the gym, but this time they're not building their own. So Nike has been trying to crack the gym for years now. Back in 2023, they went all in and built their own called Nike Studios, hit running and strength studios in LA and Austin. Austin. And earlier this year, they shut down every single one. But here's where the story recently turned. Instead of forcing their own gyms, they are now partnering with one of the best gyms in the game, Bayard Gym. This gym blew up out of Australia, and now they're opening up clubs everywhere. The classes are a mix of strength training and cardio. It has an aesthetic and design that feels ultra premium. But what they've really cracked is this blend of community and training style that people are looking for these days. And that's what Nike wants and what the yard has, which is why Nike made them their first ever Nike global training partner, putting Nike gear and training inside the yard gyms. I think this is a really smart play by both sides. Nike stops trying to beat the gym and instead powers the gym that is already winning.
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