Sports apparel brand Nike Inc has partnered with sports retailer JD Sports
on a members-only rewards programme but Nike continues to focus on its
Direct to Consumer (DTC) strategy. Nike has announced JD Sports will be
its first European retail partner for its Connected Partnership, which aims to
enhance the customer shopping experience with access to an additional
range of Nike member-exclusive products and experiences. However,
commenting on Nike’s latest results, GlobalData managing director Neil
Saunders highlights the company is continuing with its transfer of business
from wholesale to direct, as part of its Consumer Direct Acceleration strategy.
The new Connected Partnership is expected to harness the two companies’
technological and digital expertise to serve consumers in a more convenient
and rewarding way. It is also said to highlight their ability to provide a compelling
and differentiated proposition both in-store and online through a deep understanding of their consumers.