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In February 2021, Nike became the first sports brand to serve her with education and workouts tailored to her menstrual cycle. Based on the insight that training for women shouldn’t be a version of a workout approach designed for men, but instead should be in step with her own physiology to give her the most from her training regime. We curated a suite of workouts tailored to her cycle, education on the different phases, and brand communications announcing the programme across Nike’s & partners channels. We ignited a conversation around her cycle that she had never been a part of before.