The Shoe Fits
Nike’s quest to personalize retail extends from Snkrs to the rest of its channels.
1. Nike App
Taking a page from the Snkrs playbook, Nike recently began “unlocking” special colorways of popular shoes to users of its main app and letting them customize kicks with logos and personalized laces. It also offers members perks—apple Music credit, say—based on past purchases.
2. Nike Run Club; Nike Training Club
Nike’s training apps provide a suite of services including fitness trackers and workout programs. You don’t need to purchase a Nike product to use them. But you do need to set up a Nike+ account, creating a digital thumbprint that follows you from app to app and that can be used to offer high-achieving members exclusive retail rewards.
3. Nike store
Last fall, Nike worked with ad agency Wieden+kennedy’s tech studio, the Lodge, to create an Ar-enabled sneaker customization experience in the shoemaker’s New York City studio space. Shoppers could slip on a shoe, project different graphics onto it, and have their favorite design printed within an hour.