• Loading stock data...
Saturday, July 12, 2025

Nike Working On New App for Young Women

Nike/Design: Alex Brooks

The biggest sportswear retailer is expanding further into social media. 

Nike created a landing page and Instagram account for Nothing but Gold, an app targeting Gen Z women “dedicated to sport, style, and self-care.” 

While the website is still in private beta mode, potential users can DM or email for a chance to participate in the build. “NbG is an experimental Nike project built by a passionate team with a simple idea: we believe you deserve to have a say in the products you buy,” the page says.

A January tweet from Zoe Scaman, founder of strategy studio Bodacious, called the app “the perfect concoction of TikTok, Highsnobiety, NTWRK & more.” The tweet shouts out Michelle Goad, the Gen Z Innovation Leader at Nike. “It’s time to redefine what ‘Just Do It’ really means,” an attached announcement video read.

The app frequently posts pictures of women in Nike gear and includes a section called “Introducing Women at Nike,” a segment kicked off with Kelly Cooper Krone. It even keeps up with current events, speaking out about racist attacks on Asian communities.

Other subtle hints about the app are sprinkled around the internet. Stephanie Specht of Specht Studio says on her website that she is creating affirmation visuals for the app focused on “girls who ‘Just Do It’ their way.” Specht also says the app is designed and developed by Enjoy The Weather.

Nike women’s products reached a sales mark of $7.4 billion in 2019, up from $6.9 billion the year prior. In its December earnings report, Nike said its women’s category grew faster than its overall business, crediting new yoga gear and plus-size apparel.

In 2015, Nike announced plans to turn its women’s fitness category into “an $11 billion empire.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.

Featured Today

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
June 29, 2025

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
A Lululemon store at Freehold Raceway Mall in Freehold Township, New Jersey on Nov. 30, 2023

Sportswear Stocks Rise as Trump Touts Vietnam Trade Deal

Tariffs on Vietnam imports will be 20%, down from a prior threat of 46%.
Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.
June 25, 2025

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”
From vintage to unique collaborations, various Nike and Jordan shoes are displayed on a wall at Saved Soles inside West Ridge Mall.
June 26, 2025

Nike Stumbles Less Than Expected, Giving Wall Street Hope

The sports apparel and footwear giant beats Wall Street expectations.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jun 15, 2025; Oakmont, Pennsylvania, USA; JJ Spaun putts on the 18th green to win during the final round of the U.S. Open golf tournament.
June 16, 2025

‘Pandemonium’: Putter Maker Sees Sales Surge After JJ Spaun’s U.S. Open Win

The company behind Spaun’s putter is already in talks with his people.
June 13, 2025

U.S. Open Merch Pops Thanks to Oakmont’s Squirrel, Viral TikToks

There are more than 400,000 pieces of merchandise available at Oakmont.
Tom's Watch Bar
June 12, 2025

How the Pacers and Caitlin Clark Boosted One Bar’s Bottom Line

Tom’s Watch Bar hosted John Haliburton for at least five games.
June 12, 2025

U.S. Open Cashing In on Signature Cocktail Trend With Lemon Wedge

Last year, the whiskey cocktail was served more than 50,000 times.