While many companies try to consolidate product lines into one app, Nike has taken a different approach by offering a variety of mobile apps—all with a different purpose and audience in mind.
From the original shopping app, Nike +, to the Nike Run Club and Nike Train Club apps, Nike has a full portfolio of app commodities. While many consumers could feel inconvenienced to download multiple applications from one brand, Nike has actually seen significant fan interaction from its loyal consumer base on each of the apps. The activewear label developed a digital app team, s23NYC, that works to anticipate what users want from the apps and how the company can better deliver results. Using the SNKRS app—which targets “sneakerheads” by selling limited edition products—the team has been testing out a variety of unique features, measuring which ones work best that can then be exhibited on the other brand apps. Nike hopes that increasing the number of products, events, and customer feedback opportunities will lead to greater consumer sales and less reliance on wholesalers.
In 2017, Nike partnered with Amazon to sell its products on the site. A Gartner L2 report on the topic found, however, that 25,000 of the 26,000 Nike products on Amazon were sold from third-party vendors, causing price fluctuations and overall impairing the Nike brand. In mid-November of this year, Nike announced it would no longer sell on Amazon—a move signaling the brand’s commitment to increasing direct-to-consumer sales through its own channels.
With a combined total of 170 million users across Nike’s family of apps, the company’s desire to increase app features will have a wide-reaching impact. Other activewear companies looking to grow an audience may look to Nike for different ways to increase digital use without having to rely on third-parties.