Nike launches JD Sports partnership

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.