Nike is making another strategic move to reinforce its market leadership and put sport first again.
The latest initiative is the brand’s app refresh, which Jefferies analyst Randal J. Konik said on Friday puts “sport and athlete storytelling front and center.” He also said the refresh is a “clear signal” of Nike’s renewed Win Now focus. The app contains enhanced navigation highlights that further the company’s CEO Elliott Hill’s push to reconnect the brand with its “athlete roots.”
The new content reflects a return to Nike’s athlete-first playbook. Exclusive videos and sport stories are front and center and the app opens, showcasing narratives and hero moments to deepen consumer engagement, Konik said. He noted that top Nike athletes are now the storefronts as each star gets his or her own personal shop inside the app.
The new Nike app also relies on enhanced AI tools to personalize the customer experience, making product search easier and with the help — if needed — of a conversational shopping assistant.
Nike last week posted first quarter earnings results that beat Wall Street’s consensus estimates. CEO Hill in a conference call also disclosed that 8,000 employees were redirected to “Sport Offense,” a new initiative that aligns the company’s three brands — Nike, Jordan, and Converse — “into more nimble-focused teams by sport.” Hill explained that the strategy will give each brand its own distinct identity to serve different consumers.
Earlier in the year, the company introduced new product that emphasized its emphasis on the running market. In fact, its new Vomero 18 sneaker surpassed $100 million in sales earlier this year. The brand also surfaced in June a new women’s sneaker Astra Ultra, which featured shapes and patterns created by generative AI. Late last month, the NikeSkims apparel line launched, with expectations that it will drive interest among female customers.
According to Konik, running sales in the first quarter grew 20 percent. Vomero Premium and Structure 26 for everyday running are heavily featured throughout the new platform. He also said digital compares for the second half should be easier, given last year’s third and fourth quarter where digital sales were down 15 percent and down 26 percent, respectively. The app refresh and digital repositioning in the works should provide at a minimum modest stabilization that could show year-over-year growth.
“The turnaround is here and the playbook is working,” Konik said.
While management tackled wholesale, and inventory issues first to restore partner trust and marketplace health, it still needs to do more work on digital.
“The app refresh is a statement that Nike is executing in the channel with urgency. With consumers engaged and order books strengthening, we think the stage is set for Nike’s growth to kick into a higher gear,” Konik concluded.