Nike backs membership, innovation and direct-to-consumer for growth in 2023

Anna Hamill

With its global scale and instant recognisability, Nike has shown that with the right strategy, membership and direct-to-consumer models can be hugely successful.

Nike Inc, the global sportswear company which houses iconic brands including Nike, Jordan and Converse, is leaning into its booming membership model as the key to growing customer lifetime value as well as attracting new shoppers, according to the company’s CEO.

By the numbers
  • In Q2 2023, Nike, Inc. global revenues grew 17% and 27% on a currency-neutral basis with strong growth across the portfolio.
  • Nike Direct grew by 25%, led by 34% growth in Nike Digital and 11% growth in Nike stores.
  • Nike members drove over 85% of demand during Cyber Week across Europe.
  • Q2 was Nike’s biggest member...

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