File photo courtesy of Dick’s Sporting Goods
Nike has been trimming its wholesale account base to focus more on its DTC business as well as forming even closer relationships with key wholesale accounts.
The company announced a new program today with Dick’s Sporting Goods that illustrates that strategy.
The two companies are allowing customers to link their Dick’s and Nike loyalty membership programs through the Dick’s mobile app.
Dick’s shoppers will be able to shop an expanded selection of Nike footwear and apparel, get access to member exclusive launches and attend Nike events at Dick’s stores.
The two companies said they will work together across their respective physical and digital properties to deliver enhanced convenience, new experiences and content for customers.
“NIKE Membership is how we serve our consumer personally – it fuels deeper engagement and greater access to the very best of Nike,” Sarah Mensah, Nike Vice President and General Manager of North America said in a statement. “We’re helping consumers connect with sport and our products whenever, however and wherever they shop Nike. Our partnership with Dick’s is just another example of how we are reimagining how people connect with Nike across an increasingly digital and connected marketplace.”
