Nike, Inc. (NKE) has released its Nike+ app, which gives athletes access to Nike’s signature services. The company will also open its first digital studio in New York in order to increase its digital connection to consumers.
“Our consumers want instant access to the best of Nike and we’re excited to be offering expanded Nike+ services, personalized to athletes everywhere,” said Trevor Edwards, president, Nike Brand. “Digital enables us to better serve our consumers across our business and we will continue to invest in our digital portfolio of services and connect with athletes anytime, anywhere.”
Users hand-tailor their accounts by specifying preferred fitness activities. The interface is simple and clear, with four tabs to easily navigate between the Feed, My Store, Inbox and Services.
The app features a reservation service where products and events are automatically put aside if they seem to fit your buying and activity preferences. Another function called Pro Tips allows users to access athlete training workouts and exclusive Nike content about training- i.e. “Three tips from Kevin Durant for an unstoppable step-back jumper.”
Nike is not the only brand to include a personal shopper mechanism and athlete content in their consumer app. Under Armour launched its UA Shop in June 2016, which pulls data from connected fitness platforms to recommend products for purchase. UA Shop also boasts behind-the-scenes content from its best performing athletes (Steph and Phelps anyone?). According to reviews on iTunes, consumers have been pleased with its functions.
One reviewer wrote, “I think we can all say that we have been waiting for this app for a long time and it finally came. Like every app, it still isn’t finished updating so there are a few necessary updates but we can live without those for now. So far, I love the app.”
Whether Nike or UA’s app comes to reign supreme may depend on which endorsed athletes chart the best performances this year, whether the product recommendation feature can truly pinpoint what each consumer is looking for, and if the functionality continues to improve.
Photo courtesy Nike
