Nike is driving a stake in the bottom in Paris this week, a yr prematurely of the Summer Olympics.

For the primary time, the sports brand will host a performance-based extravaganza on Wednesday in the midst of the ladies’s couture calendar. The immersive event, which is being choreographed by Emmy Award-winning Parris Goebel, a Recent Zealand dancer and founding father of Palace Dance Studio, is titled “Goddess Woke up” — a nod to the mythical Greek character after which the corporate was named — and can focus on a dance performance.

“That is something we’ve never done before,” said Liz Weldon, Nike’s vice chairman of world women’s brand management. “Paris is a vital key city for us with the Olympics being there next yr. So we felt it was a vital moment to be there and have a good time movement, style and creativity through the collective power of female voices. We’re going to be celebrating womanhood and female strength, and the performance will really have a message and a story. And Paris is an important place for us to launch that message.”

The event is a component of a bigger strategy for the Oregon-based sports brand, Weldon said. For the past several years Nike has been heightening its deal with women, a category it sees as a serious growth opportunity. The brand is already the most important women’s footwear and apparel company on the earth with sales of $8.3 billion in fiscal 2022, however it has identified the 2020s as the last decade of girls, where it hopes to further increase its reach.

Last month, Nike unveiled Well Collective, a shift in focus from the brand’s historically competitive sports equivalent to running to a more-holistic approach encompassing movement, wellness, mindfulness and nutrition.

“With the launch of Well Collective, this moment around style after which the ladies’s World Cup in Australia [at the end of July], we felt it was the best time to the touch on the entire facets of serving women more holistically,” Weldon said.

She said Well Collective represents an actual commitment from Nike to “expand right into a latest era led by women’s voices. That is for everybody, but we just feel women are leading the conversation without delay around mental health and wellness. We’ve spent an incredible period of time listening to those insights to serve greater than just the physical body, or what we call mind, body and life.”

Weldon explained the Well Collective centers around five pillars — movement, nutrition, rest, connection and mindfulness — and the corporate is committing to create products, services and experiences and develop partnerships that may “help people live a greater, healthier life.”

She pointed to a partnership with Netflix that was inked at the top of 2022 where Nike’s fitness content is being offered on the network. “It’s been incredible to see the quantity of engagement in numerous age groups,” Weldon said. “We’re not attempting to goal one consumer demographic, we’re attempting to get more expansive and inclusive.

“For the last 50 years, we’ve been very happy with our sport heritage and being a really elite competitive sport company,” she continued. “But we’ve heard that may alienate individuals who don’t feel comfortable with more of that elite competitive drive. So we aspire in the subsequent 50 years, with women’s voices, to truly make the brand more inclusive, less alienating.”

She said that internally, Nike has a wealthy history studying mind sciences, nutrition, sleep and recovery. “But we’ve never brought that research to the world. Now we feel we will expand on that to serve everyone.”

A giant a part of this push involves the rebranding of its fleet of 100-plus Nike Live stores to Well Collective units and its @niketraining mobile site to @nikewellcollective. The Nike Live stores are primarily targeted to women and are posting strong results from women’s fitness and lifestyle products, leggings and bras, the corporate said last week when reporting its fourth-quarter earnings.

The corporate can be expanding its network of trainers and coaches to greater than 1,000 all over the world including Deepak Chopra, who recently signed on as a meditation guru and led a session for 70 top trainers at the corporate’s Beaverton, Oregon, headquarters.

“Nike Training Club has really focused more on hardcore, high-intensity training,” Weldon said, “so we’re expanding the app to have more nutrition services, more mindfulness and breath work to actually normalize rest and recovery.”

There shall be options for Pilates, walking and dance, the latter of which she said is “a very big one for us,” and the genesis for the Paris event on Wednesday. “The world is expanding the definition of sport and we wish to be leaders in that.”

Unlike competitors equivalent to Peloton which charge for his or her mobile access, the Nike Well Collective content is free. “We have now 100 million-plus members and we have now the chance to the touch so many more people if we expand modalities and help them with the opposite elements of mind, mind-body connection and nutrition,” she said.

Although the main focus is on women, Weldon stressed that the content can be designed to appeal to men and kids.

“We’ve found that girls are literally leading the conversation in these spaces,” Weldon said, pointing to the corporate’s roster of female athletes equivalent to Simone Biles and Naomi Osaka who’ve gone public with their thoughts and feelings about mental health and wellness. “I feel that’s made it a secure space for our male athletes to start out actually having this conversation with us. So what we’ve been finding is as we’re listening to women, it’s actually bringing more people along and opening them up.”