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Leo Neugebauer had a grueling schedule at the Paris Olympic Games. As a decathlete, the German multisport athlete , who was a three-time NCAA champion for the University of Texas, competed in the 100-meter dash, long jump, shot put, high jump, 400 meters, 110-meter hurdles, discus throw, pole vault, javelin throw, and 1500 meters over the course of just two days.

But as a Nike athlete, Neugebauer also had a leg up on the competition.

Just a five-minute drive from Stade de France you’ll find the Nike Athlete House. Walk in, past two towering orange statues of Lebron James and Shelly-Ann Fraser-Pryce, and guests are instantly transported into a luxurious, two-floor oasis, complete with swoosh-laden rugs and plush furniture, bright lighting and calm tones reminiscent of your favorite spa, and everything an athlete could need to look and perform their best.

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At least that’s the goal, says Tanya Hvizdak, Vice President of Global Women’s Sports Marketing at Nike. Complete with everything from specialty stations for barber, nail, makeup, and tooth gem appointments, to physical therapy and recovery services, plus spaces to unwind with family, and even a nursery—the hospitality locale is on a whole new level from any other Olympic activation the brand has done before.

“What we provide has certainly evolved from this mode of sponsorship to partnership,” Hvizdak says, noting that some athletes stop by the house more than once a day. “We’re listening to the voice of the athlete around what their expectations are and what their needs are.”

“It’s kind of a sanctuary,” adds Tobie Hatfield, Senior Director of Athlete Innovation at Nike. “We want this to be the place where athletes come to get ready for their competition.”

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Just Doing It

Nike’s not the only brand to go to great lengths to make their athletes comfortable. Varying in size and offerings, other major players including Puma, Asics, On, New Balance, and Oakley have full-service locations dedicated to their athletes, plus their entourages. Where Nike comes out on top, though, is their proximity to the competition.

Set in the Parisian suburb of Saint-Denis, about a mile and a half north of city limits and five miles north of the Louvre, Stade de France sits quite a ways away from much of the Olympic action at the heart of the city. The Athlete Village is relatively close by, but still a 15- to 20-minute bus ride—assuming bus drivers don’t take any wrong turns, as athletes stand for up to an hour on cramped buses during the Games.

Relaxing pre-race and recovering immediately after are critical to success on the world stage, something Nike officials readily understand.

“The planning of this space began over three years ago when we were looking at the city, having an understanding of where things like the Athlete Village and track and field were going to be taking place,” says Hvizdak. “The number one priority for us was being in a location that was going to be in close proximity to the athletes.”

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The Royal Treatment

While I wasn’t able to time my trip to the house so that I could sit in the Nike x Hyperice boots and vests next to medalists like Jordan Chiles, Sha’Carri Richardson, or Fred Kerley—all whom shared their trips to the space on social media—it’s certainly getting a lot of foot traffic.

The space also offers catering for breakfast and lunch. With reports that the food and conditions in the Athlete Village leave something to be desired, Nike’s culinary staff took it upon themselves to ensure that they had the food game on lock, including tantalizing yet nutritious options like (on the day I visited) grilled salmon and pepper tartlets, vegetable pie, beef moelleux, and noodle salad.

“Something that was requested shortly after we opened was to-go boxes of food,” says Hvizdak, who adds that the meals are definitely a highlight for the folks who come through. “So, we’re now offering takeaway options. Plus, we even changed the hours to stay open later per the athletes’ request.”

And of course—in the true extravagant nature of the space, what’s a good time without a parting gift? Athletes have the option of shopping through the Jacquemus x Nike collection, other new offerings, and to design a hoodie using a new proprietary AI tool on digital tablets—set to potentially launch in-store at a later date.

Neugebauer walked into the Nike House before his competition just to sniff it out. But he was sold after snagging some of the recovery tools to use during his downtime before his daunting 10-event competition.

“I took the Hyperice boots to my hotel room and used them before, during, and after my decathlon,” he says. “The second time I went through the house, I got to do all the fun stuff like customize my own Nike hoodie, it was amazing. And when I heard they had a barber, I was like oh my god, I got a fresh cut., I looked good. I think that’s important. I looked good, and I did good.”

The royal treatment apparently paid off. On August 3, Neugebauer earned the silver medal.

 

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