After recognizing that its DTC strategy has created challenges for the business, Nike has deepened its relationships with key wholesale partners in recent years, including integrating its loyalty program with that of other retailers. For example, the US company first linked its loyalty program with Dick’s Sporting Goods in 2021. In October 2023, Hibbett, now acquired by UK-based JD Sports, announced the launch of its connected partnership, which links its own loyalty program with that of Nike. JD Sports and Nike had already linked their customer loyalty programs for the first time in Europe in September 2022. Now, the dual membership program is also coming to the US.
The expansion of JD Sports’ connected program to the US signals a closer relationship between the two companies and also underlines the British company’s growth ambitions on the continent. The recent acquisition of Hibbett underscores the fact that North America is an important strategic growth area for JD Sports.
“We want to redefine how brands and retailers work together to set a global standard for the customer experience in our stores and across our digital channels,” said Régis Schultz, CEO of JD Sports, in a statement. JD Sports’ own loyalty program is already very successful in the US, with 5.1 million active members, according to the company, which also states that loyalty members shop twice as often as non-loyalty members. JD Sports latest annual report states that the company is presently operating over 1,200 stores in North America.
