Nike App Europe Launch

Challenge

After Nike launched its first-ever commerce-enabled membership app, the Nike App, in the United States, Europe was the next region to welcome this new digital experience for consumers.

With several other apps already in Nike’s portfolio, we needed to design a go-to-market strategy that could introduce the Nike App as part of a cohesive and complimentary ecosystem - one that would give a compelling reason for consumers to download ‘yet another’ app.

Solution

We decided to utilise the inbox and push notification feature available across all the Nike apps, which enabled us to trigger app crossovers from existing apps to the new Nike App.

On launch day, we dropped a personal and enticing “There’s something waiting for you in the Nike App…” message to all Nike members.

Once members downloaded and opened the Nike App for the first time, they were greeted with an experience designed to ‘wow’ - including early access to a product launches, invitations to events, and video messages from their sports icons - all personalised based on the sports they love.

We also set up a whole new team and operating model that could position the Nike App as a core part of the Direct-To-Consumer (DTC) growth strategy, alongside physical stores and nike.com.