Jordan Brand Launches Gym Equipment as Nike Continues Fitness Push

The iconic basketball and sportswear brand is launching Jordan Strength, a premium equipment line spanning dumbbells, kettlebells, barbells, racks and more. It comes as parent company Nike makes a bigger push to capture the booming fitness industry

Nike is doubling down on the strength training boom, this time bringing one of the biggest names in sports into the equipment market.

Jordan Brand is launching Jordan Strength, a new premium line of strength training equipment that includes dumbbells, kettlebells, barbells, bumper plates, a soft plyo box, adjustable bench and half rack with integrated storage.

The collection will go on sale Oct. 13 through Nike Strength’s website and participating Dick’s Sporting Goods stores.

The equipment combines functional strength training with the design language of Michael Jordan’s namesake brand. Products come in Jordan’s signature black, red and cement colorways, while dumbbells and kettlebells feature Elephant Print accents. References to Jordan’s six NBA championships are incorporated throughout the collection.

Jordan says the line is designed for settings ranging from elite performance facilities to home gyms.

Nike Builds Out Its Strength Business

The launch gives Nike another avenue into a strength equipment category it has been increasingly targeting over the past year.

Jordan Strength arrives shortly after Nike significantly expanded the U.S. retail footprint for its existing Nike Strength equipment line through a partnership with Johnson Fitness & Wellness.

The Nike Strength line similarly spans dumbbells, kettlebells, barbells, racks, benches and accessories, giving Nike a growing presence in both home and commercial strength equipment.

Nike Strength has also been making its way onto gym floors. The brand partnered with Everlast Gyms earlier this year to bring its equipment to facilities across the U.K. and Ireland.

The Swoosh’s broader fitness strategy has extended beyond equipment.

After Nike Studios, its boutique fitness studio venture with FitLab, shuttered operations earlier this year, Nike has leaned into partnerships as it maintains a brick-and-mortar presence in fitness. Nike Training named The Yard Gym its first global gym partner in May, bringing its footwear, apparel, accessories and branding inside the strength-focused gym franchise.

Nike has also moved into hybrid fitness, recently unveiling the Hybrid RN and carbon-plated Hybrid Fly, its first shoes designed specifically for Hyrox-style training and racing.