@jakeheyen @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.
HIIT, running, and strength studios in LA and Austin.
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 on of the best gyms in the game.
The Yard Gym (@theyard_gym).
This gym blew up out of Australia, and now they’re opening clubs everywhere.
The classes are a mix of strength training and cardio, and 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 Gym has.
Which is why Nike made them their first ever Global Nike 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 be the gym.
And instead powers the gym that’s already winning.
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.
Nike is officially back in the gym, but this time they're not building their own.
Visual hook · 5%
A high-quality, close-up shot of a uniquely textured Nike-branded weight plate on a barbell, immediately establishing the fitness and branding theme.
[06]
Hook template
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[Major brand] is officially back in [industry], but this time they're not [expected move].
— Apple is officially back in gaming, but this time they're not building their own console.
— McDonald's is officially back in coffee, but this time they're not opening their own cafes.
— Amazon is officially back in fashion, but this time they're not launching their own brand.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
Presents a surprising, counter-intuitive statement about a well-known entity's new strategy, creating an immediate information gap.
Payoff
Delivers a concise, insightful analysis of the new strategy, summarizing why it's a 'smart play' and providing a satisfying conclusion for the viewer.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Pivot Playbook
Deconstructing a major entity's strategic failure and subsequent successful pivot by partnering with a winning player in the same space.
1
The History of Failure
Establishes the context and stakes by detailing the entity's previous, unsuccessful attempts to solve the problem on their own.
2
The Narrative Pivot
Uses a direct transitional phrase to signal a major shift in the story, moving from the past problem to the present solution.
3
The Strategic Shift Reveal
Directly states the new strategy, contrasting it with the failed approach to answer the question posed by the hook.
4
The New Ally Introduction
Introduces the new partner or solution, positioning them as a highly competent and successful entity.
5
The Ally's Validation
Provides specific evidence and reasons for the new partner's success, justifying why the partnership is a smart move.
6
The Perfect Match Synthesis
Explicitly connects the primary entity's needs with the new partner's strengths, creating a 'perfect fit' narrative.
7
The Credibility Proof
Presents external validation (e.g., a news article, official announcement) to confirm the partnership and lend authority to the narrative.
Themes
Strategic Partnerships
Brand Evolution
Business Pivots
Techniques
Picture-in-Picture
B-Roll Montage
Trends
Business Case Study Content
Post caption
@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.
HIIT, running, and strength studios in LA and Austin.
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 on of the best gyms in the game.
The Yard Gym (@theyard_gym).
This gym blew up out of Australia, and now they’re opening clubs everywhere.
The classes are a mix of strength training and cardio, and 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 Gym has.
Which is why Nike made them their first ever Global Nike 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 be the gym.
And instead powers the gym that’s already winning.
Text overlays
title · beginning
NIKE IS OFFICIALLY BACK IN THE GYM
Transcript
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.
