The COVID-19 pandemic has impacted every industry imaginable, tasking retail brands with finding new ways to creatively connect with its consumers during these uncertain times -- Nike's 7 Day Yoga Asana Challenge was designed as a direct response to this, encouraging consumers to stay mentally and physically healthy, while aligning the brand with that of care and comfort.
For this challenge, Nike partnered with the Hong Kong-based illustrator Little Thunder, who illustrated a yogi preforming seven different yoga poses -- one for each day of the week. The poses include 'Warrior One,' 'Half Lotus,' 'Reverse Warrior,' 'Cobra,' 'Dancer Pose,' 'Kapyasana' and 'Goddess Pose.' Consumers are encouraged to join in on the challenge online, using the hashtags #everybodyisayogabody and #nikeyoga.
Branded Online Yoga Challenges
Nike Partnered with Little Thunder for a 7 Day Yoga Challenge
Trend Themes
1. Online Wellness Challenges - As the pandemic continues to limit physical interactions, brands can launch online wellness challenges that encourage healthy behaviors and keep consumers engaged with their products.
2. Fitness Influencer Collaborations - Partnering with popular fitness influencers or illustrators can provide fresh content and help reach a larger audience for online challenges or classes.
3. Health-driven Social Media Campaigns - Creating social media campaigns that focus on mental and physical health can help businesses foster a caring and empathetic brand image, while promoting healthier habits and lifestyles.
Industry Implications
1. Retail - Retail brands can utilize online challenges and wellness campaigns to keep consumers engaged with their brand and products during the pandemic while promoting healthy habits.
2. Fitness - Fitness brands can utilize collaborations with influencers and illustrators, as well as social media campaigns, to promote healthier lifestyles and provide fresh content for their audiences.
3. Art and Design - Artists and designers can provide a unique creative touch to online challenges, partnering with brands to create beautiful and eye-catching content for social media campaigns and wellness challenges.