JD Sports will be the first global retail partner to join Nike's connected loyalty program in the U.S., following a similar partnership launch in Europe in September 2022. Previously, Nike connected its membership program to Hibbett, a retailer now under JD Sports’ ownership, in October last year.
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NikeNike is expanding its reach by integrating its connected loyalty program with more retailers, now extending it to JD Sports in the U.S., according to a company press release. JD Sports will be the first global retail partner to join Nike’s connected loyalty program in the U.S., following a similar partnership launch in Europe in September 2022. Previously, Nike connected its membership program to Hibbett, a retailer now under JD Sports’ ownership, in October last year. The joint program, which requires customers to link their JD Status and Nike Membership accounts, offers access to exclusive Nike products, early access to select items, and other benefits via the JD app and website.
Nike has been strengthening its partnerships with key wholesale retailers, with a notable focus on loyalty program integration. This effort began in 2021 when Nike connected its loyalty program with Dick’s Sporting Goods and has since expanded to include other retail partners.
Beyond loyalty initiatives, Nike is shifting back towards wholesale partnerships after challenges arose from its direct-to-consumer (DTC) strategy. In March, CEO John Donahoe acknowledged that the brand was not reaching its full potential and committed to reinvesting in product innovation and wholesale relationships.
Source: Nike
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