Nike goes for yoga market breakthrough
today Jan 15, 2019
In basketball, football and athletics, Nike is to all intents and purposes the all-conquering giant of the sport equipment market. On the other hand, the US brand never ventured into yoga but, at the start of 2019, it is introducing a first range of yoga-specific products. Nike doesn’t have a reputation in the segment though, and is associating its yoga range to the training category, notably featuring fitness and training products.
To enter the yoga market, Nike is indeed bending over backwards, in flexible fashion: it hasn’t targeted yoga aficionados directly, but instead opted to encourage athletes from other disciplines to take up yoga. To do so, it has introduced yoga sessions as base training for other sporting activities on its Nike Training Club app, which has tens of millions of downloads to its credit. And to help promote the concept, it called on British skateboarder Korahn Gayle, Women’s NBA player Alana Beard and NFL line-backer Khalil Mack.
Nike explained that the range includes items “designed for ease of movement, versatility and support.” The line’s t-shirts, trousers, shorts, tights and sport bras are priced from €35 and are available at Nike stores and online.
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