Nike is continuing its push into fitness and wellness with Nike Strength, a collection of strength training equipment for elite and everyday athletes — a first in the company’s 51-year history.

Nike’s release of weight lifting equipment is right on time, as strength training continues to surge in popularity among fitness enthusiasts, being named the top wellness trend in 2024.

The debut collection includes dumbbells, kettlebells and barbells available in hard chrome, black chrome and premium coated finishes, grind bumper plates made with Nike Grind recycled rubber for commercial or at-home use, and a strength bench featuring Nike’s signature Swoosh embossed in synthetic leather.

A website devoted to Nike Strength shows an array of pro athletes using the equipment, including LeBron James, Derrick Henry, Nelly Korda and more. The Nike Strength collection is now available on the brand’s website and at select retailers such as Dick’s Sporting Goods and Scheels.\

Nike Embraces Fitness & Wellness

Nike’s home gym equipment comes on the heels of the brand’s partnership with FitLab to launch a network of boutique fitness studios, starting in the LA area.

The group fitness concept includes Nike Training Studios and Nike Running Studios, offering functional training and endurance workouts. The studios offer schedules that rotate through three different workouts, with every class using weights, sandbags, kettlebells and sleds.

Earlier this summer, the sportswear and sneaker giant also launched Nike Well Collective to underscore its commitment to the pillars of holistic fitness, such as movement, mindfulness, nutrition, rest and connection. The company said it would use its sports research lab and add over 1,000 global fitness trainers to create fitness content, programming and experiences supporting the collective.

Nike also partnered with connected fitness subscription platform Strava this year to create “meaningful spaces” for fitness enthusiasts where Strava members can access challenges and curated, exclusive content from Nike coaches and athletes.