Nike’s vibe and brand are shifting. For Spring 2023 and beyond, Nike is focusing on redefining what fitness looks like. Their goal is to shift the perception of Fitness from being intimidating or boring to embracing fitness in all forms, as well as inviting mindfulness into the mix. Additionally, Nike has prioritized the female consumer market, with women's apparel and footwear contributing over 20% of the company's revenue. ‘Feel your all’ is Nike’s overarching global positioning. The campaign is an affirmation of her power to choose and her freedom to be. It’s an invitation to explore and experience the abundant world of fitness, guided by feeling. It is the simple act of listening to yourself, and answering the call that only she knows how to answer. ‘feel your all’ opens the door to all athletes, all communities, all movements, and all possibilities.