JD Sports Fashion PLC (LSE:JD.) said it was selected as Nike’s first European retail partner for its Connected Partnership.
Nike’s Connected Partnership is “designed to enhance the shopping experience of customers through access to an additional range of Nike member-exclusive products and experience”, JD said in a statement.
JD’s customers, in the UK initially, will gain access to select Nike member-only footwear and apparel by linking their Nike and JD membership accounts via the JD app.
Customers will unlock an instant reward bonus, curated collections and earlier access to selected Nike member products, JD said, with the “opportunity to benefit from exclusive experiences and services” in the future.
“This partnership - the first to launch in Europe - amplifies the combined strength of the Nike and JD brands with our shared consumers, by leaning into their behaviour and journeys and creating new, richer and more engaging experiences,” said JD’s chief executive Régis Schultz.
The two companies will use their technology and digital expertise to serve customers in a more convenient way, said JD.
“Linking up with JD enables us to further extend the best selection of innovative sport performance and lifestyle footwear and apparel from Nike, with the power of digital and physical retail,” said Carl Gerbert, vice president and general manager EMEA at Nike.