Following its move to open fitness studios in partnership with FitLab, Nike debuted Nike Strength, a line of strength training equipment, including dumbbells, kettlebells, barbells, bumper plates, full and half squat racks, benches, and dumbbell storage.

Last week a new Instagram account appeared under the handle “Nike Strength” with the description, “Premium equipment to support athletes. Launching October 17th.” Now live, the Nike Strength website features Nike athletes working out with the equipment, including LeBron James, Derrick Henry, Nelly Korda and Saquon Barkley.

Nike Strength gear is available at select retailers, including Dick’s Sporting Goods and Scheel’s, as well as on the Nike Strength website. Nike is also accepting wholesale orders, signaling plans to outfit gyms, studios, and other commercial sites. Nike writes on the website, “The Nike Strength wholesale program is designed to provide commercial gyms, schools, corporate locations and other facilities with premium strength training equipment at competitive prices. This is not a reseller program. This program is for businesses to outfit their facility with Nike Strength equipment.” 

In August, Nike announced plans to open a network of boutique fitness studios under the Nike Studios banner in partnership with FitLab.The first Nike studio will open in West Hollywood, CA, this year, with additional studios to follow in Los Angeles and across the U.S., according to “We will continue to evaluate locations where we have the best opportunity to connect with consumers through premium services, experiences and products,” Nike said on the FAQ page on that site.

Photo courtesy Nike