Since 2022, The Bench has partnered with Nike Los Angeles’ Holistic Fitness team to manage partnerships with community gyms, trainers, and outdoor fitness meetups across the city. That groundwork set the stage for Nike’s Metcon 10 initiative—a campaign aimed at helping women transform stress into strength.
To realize Nike’s vision, we created branded activations at five LA‑based gyms and studios, all around the city, that reflect the diversity and spirit of the city’s fitness culture. Each space was transformed with custom Nike visuals and immersive brand touchpoints, creating the backdrop for athletes to trial the new Metcon 10 training shoe in real workout settings. Trainers and community leaders received exclusive seeding kits, while participants engaged in strength, yoga, and mindfulness sessions that reinforced the campaign’s theme of bringing community members together to sweat collectively.
Beyond the in-person activations, we also amplified the campaign digitally with a coordinated social media rollout showcasing LA women who embody the “victor” mindset. The best part about representing Nike Holistic Fitness in Los Angeles is getting to work at the intersection of community, mind, body, and sport. Through seamless organizational and operational support, we helped Nike inspire young women to claim their victories both inside and outside the gym.
