Launched in February 2021, (Cycle)Sync is the result of a collaboration between sportswear giant Nike, R/GA London, and female psychologist Stacy Sims. This will be the first-ever training collection on the popular Nike Training Club App that is geared toward serving the needs of women who are exercising during their menstruation cycle. The digital platform will share resources that will help women get the best out of their training, no matter the time of the month.
For Nick Pringle, SVP Executive Creative Director R/GA London, "this work was born out of the belief that sports training platforms need to better serve women on their terms, recognizing that too many training platforms do not cater for distinct differences in men and women's physiology."
Period-Minded Training Collections
(Cycle)Sync is a New Workout Range on the Nike Training App
Trend Themes
1. Cycle-sync Training - The emergence of training collections specifically designed for women during their menstruation cycle presents an opportunity for sportswear companies to tap into an underserved market.
2. Female-focused Fitness - The increasing demand for female-oriented fitness solutions creates opportunities for companies to develop tailored products, services and marketing strategies to serve this market.
3. Menstrual Cycle Education - The development of resources dedicated to educating women on the benefits of training in tune with their menstrual cycles represents an opportunity for companies to position themselves as thought leaders in this space.
Industry Implications
1. Sportswear - Sportswear companies have an opportunity to develop innovative products that cater to the unique needs of women who exercise during their menstrual cycle.
2. Fitness - Gyms and fitness studios have an opportunity to elevate their offerings by incorporating menstrual cycle education into their programming, offering tailored classes for this market.
3. Healthcare - Healthcare companies have an opportunity to explore the relationship between women’s health and the menstrual cycle, and may develop products or services that leverage this connection to promote overall wellness.