Nike brings 'Just Do It' campaign to life with LA training pop-up
Nike has opened a "Just Do It" training center in Los Angeles, which started Thursday and runs through Aug. 12, where Nike Plus members and users of its Nike Training Club app can train alongside top athletes like Jared Goff, Chloe Kim, Kyle Kuzma and Leticia Bufoni.
The site, which was opened to mark the 30th anniversary of Nike's "Just Do It" campaign, features pre- and post-workout meals curated by a professional chef and a boutique stocked with Nike training gear, according to a company blog post.
The sports apparel maker also announced upgrades to its training offer, including a new podcast with experts and "NTC Pro," a network within the NTC app launching later this summer for fitness professionals. NTC Pro participants will receive inspiration and advice from experts and an industry discount on select Nike products, among other perks, the company said.
Nike is under pressure to grow sales in North America, its largest yet most poorly performing market.
To do just that, the brand says it's reviving its Jordan brand, amplifying designs by and for women and turbo-charging its customer experience concepts online and off. For serious athletes, the Nike Training Club app and this training site on L.A.'s North Cahuenga Boulevard reflect that dedication to the customer experience.
There are signs of recovery for the brand at home, but it's an uphill climb. Third quarter revenues rose 4% on a currency-neutral basis, to $8.5 billion, pushed by international sales and including double-digit growth in Nike Direct as well as growth in Sportswear and Nike Basketball, the company said in March. Converse revenues fell 8% to $483 million on a currency-neutral basis, as international and digital growth were more than offset by declines in North America.
But Nike executives also expressed renewed optimism about their domestic business. Nike North America revenue is now projected to be roughly flat compared to the prior year and is set to return to growth in the first half of fiscal year 2019, CFO Andy Campion told analysts in March, according to a transcript from Seeking Alpha.
"We have reset Nike's supply. We're fueling demand through the launch of innovative products. We have reignited brand heat," Campion said. "We're connecting more directly with consumers through our digital ecosystem and orders from our strategic partners are building. In short, Nike has returned to a pool market in North America."
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