Nike App Europe Launch

Challenge

After Nike launched its first-ever commerce-enabled membership app, the Nike App, in the United States, Europe was the next region to get this new digital experience in front of the consumers.

With several others already in Nike’s app line-up, we needed a go-to-market strategy that introduces the Nike App as part of a cohesive and complimentary ecosystem, and one that gives a compelling reason for consumers to download ‘yet another’ app.

Solution

We decided to utilise the inbox and push notification feature available across all the Nike apps, which can trigger app crossovers from existing apps to the new Nike App.

On launch day, we dropped a personal and enticing “There’s something waiting for you in the Nike App…” message to all Nike members.

Once members downloaded and opened the Nike App for the first time, each was greeted with a ‘wow’ experience, including early access to a product launches, invitations to events, video messages from their sports icons, all personalised based on the sports they love.

We also set up a whole new team and operating model that positions the Nike App as a core part of the Direct-To-Consumer growth strategy, alongside physical stores and nike.com.