Nike added Hibbett, Inc. as the latest partner for its Connected Partnership loyalty program, enabling the retailer’s customers to access Nike member products and services.

Nike launched its Connected Partnership in November 2021 with Dick’s Sporting Goods in the U.S. with partnerships later formed with TopSport and Pou Sheng in China. In September 2022, JD Sports And Zalando signed on as Nike’s first European partners for the program.

The integrated Hibbett Rewards x Nike Membership will provide Hibbett customers with benefits and elevated retail experiences when they purchase Nike and Jordan products at a Hibbett store or online at Hibbett. Members can link their accounts and first-time subscribers can register for a new account and link at Hibbett Rewards.

“We are excited about the launch of our Connected Partnership with Nike,” said Jared Briskin, EVP of merchandising and supply chain at Hibbett. “Integrating Hibbett Rewards x Nike Membership will transform the ways in which we engage and delight our members across all omnichannel touchpoints. It will further solidify our leading differentiated retail experience in underserved communities.”

“The future of our marketplace is a connected one,” said Jason Kirrer, VP of Nike North America Marketplace Partners. “We are excited to team up with Hibbett to launch our next connected partnership, providing consumers with exclusive experiences, personalized content and early access to Nike and Jordan member products.”

As part of the launch of the Hibbett Rewards x Nike Membership, customers will begin seeing a new look to Hibbett’s online Rewards page, in the retailer’s app, e-mail marketing, and in-store signage surrounding the program.