Nike will link consumer membership data with Pou Sheng, the Chinese retailer owned by Yue Yuen, which operates Nike stores in more than 300 cities, serving about 150 customers each year. In an arrangement that resembles Nike’s recent member sharing deal with Dick’s Sporting Goods, the biggest sports retailer in the U.S., shoppers at stores operated by Pou Sheng will be able to access exclusive products, special offers and other content, consistent with the omni-channel experience in Nike’s directly operated stores. Going forward, Nike and Pou Sheng will work together to create additional membership services to improve the customer experience online and offline.

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