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KEY HIGHLIGHTS
Athlete + Sport
+650
Athletes Seeded
The Outernet
92,203
Consumers Engaged
+21% vs LY
NOC 'Mind Lounge'
1.3M
Comms Reach
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.
Science-backed storytelling that positions us as the leaders in athlete innovations, kick-started with comms
OCT 24
UNVEIL
Activate the breadth of our athlete roster and place Mind at the center of pregame competition and conversation
OCT - JAN
SPORT TAKEOVER
Invite consumers into the world of Nike Mind through our retail, experiential and digital touch points
JAN 8
LAUNCH
Extend Nike Mind through continued sport moment integrations and elevation on Nike channels
JAN - MAY
SUSTAIN
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:
FOOTBALL
Erling was the first unveil the Mind 001 ahead of WC international game - during which he scored his 50th goal for his country.
FOOTBALL
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.
FOOTBALL
Players of PSG dropped into HOI to experience the innovation first hand at a consumer activation event.
RUGBY
South Africa vs Ireland: the week prior to the game the Springboks trialed the Mind001.
FOOTBALL
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.
FOOTBALL
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.
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.
DIGITAL
1.6 – 2.2
2.4M
Visits
23%
Bounce Rate
3.1%
Conversion Rate
63.6%
% to PDP
53.3%
Checkout Success
97K
Notify Me Sign Ups
RETAIL
1.8 – 2.2
100% sell thru across the marketplace and Nike Owned channels in less than 72 Hours (replenishment also sold out in a few days) Executed the campaign in 81 doors across EMEA.
Results from Jan 8th - 26th
$662K
Total Revenue
8094
Units Sold
1993
Total Trials
Paris: HOI Paris
London: Oxford Circus
Nike Direct:
10,091
Units Sold
$850K
Revenue
Produce Trial:
+2000
product trials across Nike stores in key cities: London, Paris, Barcelonas
MARKETPLACE HIGHLIGHTS
1.8 – 1.16
1.3M
Estimated Creator Reach
+1k
Visitors
+700
Mind001 Consumer Trials
93x
Catalysts Attended
(13 Nike Creators
+ 80 Highsnobiety)
32x
Content Pieces
7x
Athlete Drop-Ins: Marc Gasol (Basketball), Leonie Fiebich (Basketball), Vanessa Mikitenko (Runner)
7x
Media Attendees
1x
Chief Science Officer:
Matt Nurse.
Zalando
NBA Weekend: Zalando x Nike Mind Game activation in Berlin.
1,318
Units
(100% Sell Thru)
Zalando x NBA Weekend
1.8 – 1.16
WIT
Hyrox London x Mind Game Integration
150
Units Sold in 17 minutes
(100% Sell Thru)
THE OUTERNET LONDON
92,203
Consumers Engaged with the Space (+21% vs LY)
325+
Footwear Trials (Linked to the visualisation sessions)
21x
Visualisation & Trial Sessions (with Maya and Trevor)
3x
Athlete Visits: Moses Itauma (Boxer), Desmond Bane (Basketball - Orlando Magic), Anthony Black (Basketball - Orlando Magic)
3x
Hosts/Creators:Maya,
Mayowa Quadri, Mo Mooncey
(+600k collective reach)
1x
Lead Researcher for Mind:
Trevor Barss
MIND 002
We built on the momentum of bringing mental
performance into everyday training x-sport with
the launch of the Mind 002
WHAT'S COMING
[4.11 | First Drop (In Progress)
Digital Experience: Confirmed
Line Launch (EU19)
World Cup integration: Blue on FFF PW.
PSG Integration: Pink on PSG PW.
Targeted Comms: Confirmed
4.5 Pre-heat: Targeted Comms new colors, time & date (no stores connect)
4.11 Drop: Targeted Comms new colors launching (no stores connect)
Social Media: TBC
Potential store connect: @nikeparis post featuring Womens PSG in Pink Mule, if we can confirm HOI availability.
HOI to receive 100 units of Pink Mule.
Digital Marketing & Stores to align on holding inventory until Social Post.
World Cup seeding.
After this we'll go into 24.7/Mind Lead story in FA26]
LEARNINGS
Athletes and creators have the ability to impact the marketplace similar to traditional media. Notify me increase 2184% over 3 months, without any outbound Nike paid content, all obtained through Athletes, Creators and Media partners.
THANK YOU
[Ali to send list]
KEEP IT TIGHT © 2026 NIKE RUNDOWN
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