Nike is bolstering its digital efforts via a pilot program by adding new capabilities to its sports apps, Nike Run Club and Nike Training Club.
Starting in June, Nike members who use these apps will be able to track their physical activity within the two platforms and gain access to Nike fitness services. The apps are integrated with tracking tech Strava to allow members to tap into data on the platform and share their workouts with others through Strava’s global community, which includes more than 750,000 clubs.
According to Nike, the pilot looks to empower athlete’s journeys through “the power of digital connectivity, coaching, inspiration and community.”
Coming this summer, the company plans to host a series of challenges through which participants can work toward a shared goal while tracking their progress and unlocking brand rewards.
Fitness apps have grown in popularity, with Insider Intelligence finding that nearly two-thirds (63.4%) of U.S. adults have used an app for a health-related purpose in the last 12 months. The publication also reported that data from Morning Consult indicated a 6% increase in health app users since late 2018.
Nike plans to grow its first-party consumer data collection via these and other digital efforts in order to elevate product creation, line planning, and its overall experiences, per recent earnings reports.
“The ability to give consumers a personalized experience across channels, fueled by data and insight, opens up a whole host of opportunities for us,” said Nike president and CEO John Donahue during a call with investors. “It positions us to empower consumers with their own choice while keeping the scalability and strengths in digital marketing, product creation, distribution, and more, which results from knowing them so well.”
There’s been overall growth in Nike’s app segment, with the company reporting that revenue from its Nike app was up more than 50% last year and Insider Intelligence stating that 10% of U.S. households paid for a Nike membership service during the same time period.
During the company’s latest earnings call, Donahue said membership was the primary reason Nike’s digital business grew 34% in Q2. According to Nike, it has about 160 million active members who engage with the brand on a regular basis, and it’s looking to increase engagement across Nike Training Club, Nike Run Club, and its SNKRS app.