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How Nike execs think through its digital ecosystem

November 11, 2021

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Nike’s recent effort to tie together its loyalty program with one of its key wholesale partners, Dick’s, is representative in a lot of ways of Nike’s strategy at large. One of the key spokes in Nike’s wheel is effectively connecting its shopping experience so that a customer shopping on the app, online, in stores or even at its wholesale partners remains in its central ecosystem.

Daniel Heaf, vice president of Nike Direct, put the retailer’s aim succinctly during a media event Wednesday. “We’re using digital services to create a Nike distinctive experience that blurs the line between digital and our stores,” Heaf said.

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