Nike, the global sportswear brand, is leaning into e-commerce and an exclusive membership programme to boost sales and customer retention.

Why it matters

Nike is a category leader in sportswear, with its e-commerce and customer retention strategies blazing a new path for retailers in the COVID era.


  • Nike sees permanent shifts towards digital, athletic wear, and health and wellness.
  • The brand has added more than 70 million shoppers as ‘members’ over the course of the pandemic.
  • Nike believes China will blaze a path for the brand on e-commerce and offer a template for post-pandemic success in other international markets.

Key quote

“Live interaction creates stronger member engagement with Nike, giving them better access to our best products and experiences. We see so much value here that we opened a brand-new live streaming studio in Greater China just in time for Singles Day” – John Donahoe, Nike CEO

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Sourced from WARC