Nike first entered the CrossFit space back in 2015 with the introduction of the Nike Metcon. Since then, the massive footwear and apparel brand has stuck to that, releasing a new version of the Metcon year after year. Nike has also sponsored CrossFit Games athletes, most notably five-time CrossFit Games champion Mat Fraser.
But now, Nike has launched its own fitness equipment line. Dubbed Nike Strength, the Oregon-based company is now selling barbells and bumper plates, squat racks, dumbbells, kettlebells and a weight bench. All of the equipment is heavily branded with Nike, the “Just Do It” slogan or the iconic Nike swoosh.
The NikeStrength.com website features some of its high-profile sponsored athletes outside the CrossFit space including Lebron James, Derrick Henry, Russell Wilson, Saquon Barkley and Kelly Norda. Notably absent are Nike’s CrossFit-sponsored athletes.
While Nike has started with a limited number of items, it does appear they are looking to shake up the equipment market. The Nike Coated Premium Barbell includes 8 durable needle bearings and a 190k tensile strength. A needle bearing barbell is typically used for Olympic Weightlifting because of its ability to spin better than a bushing barbell.
The Nike Coated Premium Barbell, with needle bearings, is priced at $325. The price point is much better than any of Rogue Fitness’ barbells with bearings. Rogue Fitness’ lowest price bearing barbell is $595. Of course that barbell does have a higher tensile strength, coming in at 215k.
So while some testing will need to be completed to truly compare Nike’s new equipment to Rogue Fitness, it does appear Nike is attempting to eat into Rogue Fitness’ market share. How successful they is to be determined. Stay tuned…
