Rhone has a major goal for 2026: enhance the mental fitness of its customers.
The Connecticut-based brand that got its start in men’s activewear but has expanded into a full lifestyle collection for men and women, is launching 12 Pursuits of Rhone, a yearlong initiative designed to encourage its customers to try and improve every day by integrating movement and mindfulness into their lives.
The idea for 12 Pursuits started internally at the company several years ago when its founders created monthly events for its employees — six focused on the mind and six on the body — that featured speakers, challenges and shared activities.
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Last year Rhone hosted some 35 mental fitness-focused events that drew more than 3,000 people to experiences at venues including Edge at Hudson Yards, One World Observatory, Rockefeller Center and View Boston. It also held some 100 retail events at its stores designed to make mental fitness a daily practice.
In 2026, Rhone is creating a more structured program that will include posting monthly kick-off videos by its founders, brothers Nate and Ben Checketts, that detail the focus for each month. They will include sleep in February, nutrition in March, reconnecting with nature in April and gratitude in November. The videos will be updated in the middle of the month and again at the end when participants’ progress will be shared.
“‘The 12 Pursuits is our love letter to the Rhone community. An invitation to live the values that guide how we move, train, work and connect,” said the Checketts. “It takes the principles we believe in and shares them in a clear way, making whole-person health feel accessible and actionable through simple, meaningful experiences both online and in our stores.”
Rhone’s best customers, Rhone Reserve members, as well as influencers and employees will receive Pursuit Kits that will include tools ranging from sleep masks to journals to encourage participation. The program officially launches Wednesday.
