Nike Training | FRIDAY NIGHT LIFT CLUB

Experiential Activation

CREDITS:
Agency: BeCore
CCO: Jen Fische
Creative Directors Katelyn Berg & Aimee Brodbeck
Producers: Claire Chapelli & Marina Burke
Environmental Designer: Claire Bussell
Graphic Designer: Emily Alley

With 39% of Gen Z saving drinking for special occasions, Friday Night Lift Club flips the script on what a night out looks like–trading bar tabs for PRs and turning the gym into the new ritual. Powered by Nike Trainers and the NSRL, it’s where training meets culture and the grind becomes the vibe. The concept debuted at University of Southern California as an after-dark strength takeover with Jen Widerstrom as the trainer in charge, with Big Sis on deck, pushing energy past a workout into something bigger. Demand surged immediately, expanding the program to eight additional gyms and ultimately extending it into a five-month run, proving Friday nights don’t need a bar when the lift hits harder.