Fitness culture had long mistaken progress with intensity. The Nike Training Club app (NTC) did not help, as it rewarded output over recovery. With mental health moving from fringe to front-of-mind, athletes needed space to slow down in a world known for pushing harder.

In partnership with Nike Trainer Stuart and mindfulness instructor Fa’ Pawaka, we developed Nike’s first breathwork programme for NTC. Rather than retrofitting breathwork into existing fitness aesthetics, the work created a distinct visual world from scratch. Inviting members to return to, and not just complete.

Spanning three progressive stages, guided tips, modular assets and a bespoke in-app badge, the programme was designed for accessibility at every entry level. A calm, rhythmic and intentional space, with a custom visual guidance system, helped members follow each exercise intuitively — extending Nike’s Future of Fitness vision into more holistic territory.