Unraveling Nike’s “Dreamweaver” Program.

In women’s sports, narratives of empowerment and inclusivity increasingly take center stage. Media coverage of women’s sports has nearly tripled in the last five years, according to Forbes.

Nike, a leading force in the sports industry, has set its sights on a multi-year initiative tailored for female marathoners. Named the “Dreamweaver” program, it stands as a testament to Nike’s commitment to capitalize on interest in women’s sports and pioneer new frontiers in athletic research.

Nike’s project raises eyebrows and stirs anticipation. The company has state-of-the-art facilities with research labs and design studios for product creation. They also have a powerhouse marketing team that focuses on making an emotional connection with consumers.

But, Nike’s reputation has not been immune to scrutiny. Reports of sexism, bullying, and toxic work culture have cast a shadow over the brand.

So, the question remains: How much of the “Dreamweaver” program is driven by genuine scientific inquiry, and how much is simply savvy marketing?

What is a Dreamweaver?

I had heard hushed rumblings about the Dreamweavers for years, much like some well-funded, secret society for lady runners. They'd show up on race day with matching armbands and a neon green pod tucked into their waistband.

When I pushed for more details, I mostly received some version of "The first rule of Dreamweaver is that you DO NOT talk about Dreamweaver." Occasionally, I pried out a little more about wear testing for Nike.

I immediately felt unsure about the motives of the mega-corporation. A quick Google Search of "Nike’s Treatment of Female Athletes" generates headlines like "Nike Hates Women" and "Nike Told Me to Dream Crazy Until I Wanted a Baby," and lawsuits regarding sexism, bullying, retaliation, as well as a toxic and abusive culture.

When Nike dropped their Press Release regarding the Dreamweaver program four days ahead of the U.S. Olympic Trials Qualifying (OTQ) Marathon, I found tear-stained posts on Instagram from participants as they were now allowed to address the program.

The press release itself is brief and unsatisfying. The program is described as lasting two years and including 120 women. Fifteen reached the OTQ standard, ten were existing Nike employees, and a single athlete signed a professional contract with the company.

The page includes vague and robotic quotes from participants. For example, "they guided me to use a larger variety of footwear during training to handle a higher volume and more quality miles.” The insights were also underwhelming; such as "better arch support and toe protection to softer yarns in the upper for less rigidity and rubbing."

After three years of funding, all we have to show is improved toe protection?

I did some digging around on the Nike Website for additional insights and found another landing page titled "Evolving with Women," which listed things like "Products for Your Period" and shoes made to "Walk, Run, or Both."

These findings are underwhelming as well, although "a purposeful shift from pure sport to holistic fitness" is getting warmer.

Luckily, I was able to get some insight from ladies who were part of the program:

**Lauren Puretz (40)**

@lauren1642
Location: Colorado
Occupation: OB/GYN
Sponsors: Aravaipa Running (HOKA), Rabbit Elite
Notable Acheivements: 3rd Black Canyon 2024 (9:06:58), 4th Javelina Jundred 2023 (16:12:33)

**Amber Morrison (43)**

@ambermoruns
Location: Washington
Occupation: Hospitalist PA-C
Sponsors: formerly Bellingham Distance Project
Notable Achievements: Marathon best of 2:43:50, Half Marathon Best 1:18:26

**Amanda Phillips (37)**

@amandamoniquephillips
Location: Oregon
Occupation: High School Counselor
Sponsors: Cascadia Elite (Tracksmith)
Notable Achievements: Olympic Trials Marathon Qualifier ‘20 & ‘24, Marathon best of 2:33:56, Half Marathon best of 1:12:46

Application Process for Program

Entry to the program was by "invite only." A Nike rep or employee spread the word at local running shops and to community leaders that Nike was looking for motivated women who had just missed the Olympic Trials Qualifying (OTQ) standard in the marathon in 2020 (2:45:00) and were planning on chasing it down for 2024.

Applicants submitted a lengthy survey that asked about goals, their ability to track training metrics, and how they might benefit from being part of the program. There were also "what would you do" scenarios. The athletes I interview predicted that the scenarios were measuring for ambition and resiliency.

The first wave of participants received their original product shipments in September of 2021. A second wave then joined the Dreamweaver program in February of 2022, and a third wave after that. Each wave was added via a quiet invitation from existing members.

There was a rumor that additional participants were added to adjust for a lack in tracking within the first wave, or in response to the unexpected drop in the OTQ standard. The 2024 OTQ time standard was 2:37:00, which is eight minutes faster than 2020.

Expectations for Participants

Members of the Dreamweaver program had a few expectations to meet in order to participate in the initiative.

They had to wear arm-band and waist-pod monitors on each run to record heart rate and gait data. After each run, they had to complete a survey on the program app about the kind of run or workout, surface, perceived effort, and level of enjoyment, and tag the type of shoes they wore. At the end of each day, they completed a survey on what they ate and drank, their stress level, and how sore they felt.

Perks & Support Provided

In exchange for meeting these expectations, participants received some benefits.

Quarterly Gear Shipment: Every shipment included an Alphafly, Vaprofly and the athlete's choice of three trainers, as well as additional footwear and apparel.
Funding: Financial support for travel and housing, as well as the availability of in-person staff for select events.
Education & Guidance: The Nike Sports Research lab offered analysis of participant data to inform training and gear recommendations. Education on Nutrition, Heat Training Protocols, the Safe & Sound Vagal Nerve Response Reduction protocol, and Mental Health support.
In-person Mini-Camps: Groups of 10 people at a time could connect with mentors, and for gait analysis and product design.
Community: An online Slack channel and in-person events on the Nike campus and at races.

What Makes the Dreamweaver Program Unique?

Self-Guided & Unlimited Interventions

From the start, participants were selected by invite-only. This initial set of participants were then tasked with quietly inviting the next wave of members by word-of-mouth. We can assume that existing participants invited women they admired and enjoyed working with. The design of an "invite-only" program selects for women who are well-liked and have positive positions within their communities.

Secondly, Nike directed funding based on the athlete's preferences. They accomplished this by using surveys, rather than a preset protocol or by the company's preferences. Lauren Puretz recalls, "There were levels of support. [We were told] California International Marathon (CIM) and Chicago will be the big ones [with funding for travel, housing, and Nike staff on hand]. [Support] will also be at Grandma's and a few others but won't be as full. [This was determined] by a survey of what [the athletes] wanted to do."

Pace groups were selected based on the reported fitness of athletes, rather than the OTQ standard. Pacers for 2:40, 2:50, and 3:00 marathons were present at goal-races, rather than just the 2:37 OTQ standard. Amber Morrison recalls every participant in the 2:45 pace group at CIM in 2022 finished together a full minute under their goal time.

She also recalls their pacer, Andrew Bumbalough, a former professional track athlete for Nike, becoming so moved by the experience that during the race, he decided to complete the full distance. Rather than dropping at the preplanned 20-mile mark, he chauffeured the pace group to the finish. He then went back into the race to find and hand-deliver a few athletes who had fallen off.

More interesting, perhaps, was that interventions were self-selected, rather than by design or requirement of the program. Participants decided what parts of the program they wanted to use, to what degree, and how often. Modalities were available in multiple formats, including worksheets and pamphlets, online classes, on-campus opportunities to meet with advisors and mentors, and even unlimited, one-on-one sessions with mental health and nutrition specialists. Participants simply needed to ask, and the staff would arrange the appointments.

Athletes could also accept support outside the program, such as accepting sponsorships from competing companies. There was no problem with participants publicly supporting one of Nike's competitors by wearing their race kits or tagging them on social media. The priority was always to allow athletes as much support as possible, not Nike’s branding of the athletes.

Holistic Approach, Focused on Community Building

The athletes described the program’s leadership as “the most amazing humans.” There was an abundance of time for staff to pay attention to each athlete, and they were supportive, kind, and engaged. This also had a trickle-down effect on how the athletes treated one another.

The staff actively created space for connection and a sense of belonging. They enabled relationships among the participants using message boards and catered events. It was also described as the staff’s "paid, full-time" job to do so. This may be the level of commitment required to create such a strong experience.

While recounting their experience with Brett Kirby, the program leader, athletes felt he was accessible and reassuring. Amanda Phillips remembers the therapeutic experience of reaching out to Brett personally every week.

Amber also felt his support during her recovery from foot surgery. "When I had surgery and was injured, Brett would message me once a month and check-in. [Ask,] ‘How's life? How's mountain biking going?’ [He would] send some pictures of him on a bike, and I'd send some pictures back. He would just say ‘Things will come around when they come around. Don't stress.’ It was totally what I needed to hear."

Dr. Tina Payne Bryson was another member of the Dreamweaver staff. She is a pediatric and adolescent psychotherapist with an emphasis on interpersonal neurobiology. This field has a holistic view of mental health and encourages the development of resiliency by integrating the mind and body, with a large consideration for the impact of our relationships on our well-being. Dr. Bryson is the Founder & Executive Director of The Center for Connection, which is committed to "helping individuals discover joy and meaning in their lives through connections with others."

Lauren recalls having a challenging time at a goal race and meeting "Tina" on sight as part of the Nike staff. She states, "I immediately felt at ease, and within 15 minutes, I had told her more than anyone, than my husband."

Amanda recalls feeling deeply emotional during Polyvagal "Safe and Sound" therapy, which is designed to calm the nervous system through music as a way to enable behavioral changes. Every athlete I spoke with felt improved and personally impacted by Dr. Bryson's attention.

Priority on Personal Development

Nothing about the program design was based on performance, although the program was billed as existing “to support women in obtaining the OTQ standard in the marathon.”

Everyone was celebrated and special, and their personal experience was valued. There was neither the carrot of reward for a fast finish, nor the stick of punishment around rigid requirements. There was equal access, and no one was cut from the program. The messaging from leadership reinforced values of community, energy, and inclusivity.

For such a competitive demographic, this was an adjustment. Lauren remembers that it took time and reassurance from the program to get comfortable moving away from the feeling of, "If I'm not achieving, they aren't going to like me" to "They just want to see me do my best."

One member stated, "There was absolutely no pressure. That was one of the biggest takeaways. For other teams, there are times when you need to post, or you need to hit certain times, and that would take the fun out of it. [The staff] very much made it that everyone is on their own journey; you're getting where you need to go, however that may be. That opened up the atmosphere to be cohesive and collaborating rather than everyone [feeling like] I have to hit this [standard,] and that is the only goal."

The athletes remember showing up to races with the full Nike experience and realizing, "this is a big deal." Lauren felt that it was the closest she would ever be to a professional athlete. She reported initially felt a sense of pressure, or obligation, around the amount of resources she had received from the program. It seems that leadership was able to offset this sense of pressure by reinforcing values of belonging and excitement about the participant’s process.

One aspect that may have helped was that participants couldn't talk about the program. This removed any pressure around identifying as part of a "high-performance" Nike program. By removing the external pressure of social media and outwardly explaining their involvement in the program, the participants were relieved of the opinions of those outside the program. This may have also been to insolate participants from external messaging. As participants only spoke with one another, or with staff, about the protocols they therefore received, and used, consistent messaging that reinforced the program.

Was the Program Successful?

To know if you are successful, you first need to know what you're trying to accomplish. The tricky thing about the Dreamweaver program is no one is sure what Nike was trying to accomplish. Even for the participants, the company's motives and goals for the program were never directly stated and remain a mystery.

If the goal was to have as many women as possible run the OTQ standard, then the program was moderately successful, since 12% of the participants obtained the qualifying mark. However, the format and experience of the program do not suggest it was strictly performance-based.

Amanda speculated about the potential for an innovative app or new wearable device, “They never really told us what the other goals were for the program… I feel like they’re developing a training program… The only thing they shared was that the data helped with the Alphafly3, but there was was so much other data, and I’m just curious what else they’re using it for.”

I reached out to the personalities that the athletes mentioned as impactful for comment on their involvement in the program.

Dr. Tracy Bryson commented on her experience with the Dreamweaver program:

“I was blown away by the amount of engagement and support so many of them offered. They really showed up for each other… One thing that surprised and impressed me was how many of them had tough stuff in their past—they’ve overcome a lot, and in fact, I believe, based on the stories I heard and what I saw, that the adversity many of them had led them to develop great agility to overcome adversity…They show incredible resilience to be able to take the adaptive strategies that helped them weather life challenges, and apply them to the challenges they face as athletes.
Working with the Dreamweavers and the Nike Sport Research Lab team was an incredible experience. Seeing the women walk through pain and cheer each other on, along with the incredible sacrifices they made to race well and be respected professionals and moms and partners . . . it was all very inspiring.”

I also reached out to program director Brett Kirby for insight, and he responded:

"What a wonderful group of people you have chatted with – it was an absolute honor to work with and get to know each and every one of them over the past few years. So grateful... Certainly, plenty on my mind regarding the program and so many learnings that will be further communicated in due time."

Brett directed me to Nike Communications to seek permission to speak further, but I have not heard back from them at the time of this publication.

They are certain of one thing, "It wasn't a promotional program. They didn't want us to post about it, which was much different than other programs. So, I do think they are doing something with the data... However, I truly am much more likely to buy Nike now. They are humanized, and I have worked with this amazing team. In the past, there has been a lot of bad press for them, and I wasn't a fan of their shoes, but I do think they got a lot of buy-in from people in the program."

So, maybe the goal was user buy-in?

Prior to being part of this program, the athletes I spoke with experienced hesitancy about Nike's company values, as well as the quality of Nike products. None of them had run in a Nike in years and said that they would not have even considered their footwear. However, now all four athletes stated that the Invincible is their favorite shoe and will continue running in them. They also report feeling bonded to the company and that they find themselves defending the brand in social settings.

Whatever Nike is doing with the data, as a corporation, I am sure there have plans to monetize this investment. This is how companies work.

I’m grateful for the creation of the Dreamweaver program and Nike’s investment in these women, and in the running community at large. How private companies invest resources signals to the rest of market, and to the world, what is important (read as valuable). I, for one, am curious to see what impact this study can yet have on other developing athletes outside of the program. Hopefully, Brett and his team will be ready to share, in due time.

**** Note:: Much thanks to Emily Pomainville for her advising and guidance in writing this article. She is a copy-editor and fantastic friend who I’ve greatly enjoyed working with.