Nike Releases New Line of Strength-Training Goods, Including Grind Dumbbells

Nike has renewed its commitment to going “back to its roots” by releasing a new line of strength-training goods, including the very popular Grind Dumbbells.

In a press release announcement, the athletic wear company revealed that the once-faltering brand is entering a new age with the help of the Nike Grind Dumbbells and the recently announced Nike Strength Shield Curl Bar.

Each dumbbell is made from at least 20% rubber and contains recycled shoe fragments, giving it a distinctive speckled appearance that will add fun to your workout.

Lifters of all skill levels can benefit from the fantastic performance of the Grind Dumbbell, which comes with weights ranging from 2.5 to 50 pounds.

The Strength Shield Curl Bar’s orange hue references Nike’s iconic orange shoebox. It is additionally shielded by industry-leading Cerakote technology to guarantee that it withstands the most demanding gym conditions. Additionally, a 28-millimeter curved shaft lessens wrist strain while enabling alternative grips.

Part of Nike’s Larger Plan

Last month, on his first quarterly analyst call, Nike’s new CEO Elliott Hill committed to cease competing against wholesale partners while making sport “our North Star” again to boost product innovation and marketing reach.

The longtime executive was recruited back in October after a digital-led direct-to-consumer (DTC) push and weak innovation led to market share losses to longstanding competitors (i.e., Adidas, New Balance, and Skechers) and upstarts (On and Hoka). The five near-term reset actions Hill proposed included:

• “Ignite our culture through a focus on obsessing sport and getting back to winning.”
• “Accelerate a complete product portfolio driven by athlete-insights through sport-led fields of play.”
• “Increase investment in our brand to deliver big, bold marketing statement.”
• “Invest in and empower our teams in key countries and cities to win the ground game.”
• “Elevate the marketplace, through a more premium Nike direct and an unwavering commitment to our wholesale partners.”

Hill asserted that the biggest sportswear company in the world had shed its “obsession with sport” and declared that Nike will shift its product development to meet the gender-specific needs of sport-focused athletes better. He stated, “We will get back to leveraging deep athlete insights to accelerate innovation, design, product creation and storytelling.”