Nike’s strongest member relationships were built through habit. The more regularly people used the app ecosystem, the more connected they felt to the brand. To deepen connection and encourage increased membership numbers, Nike needed to focus on promoting and sustaining more regular app usage.
NERDS segmented Nike’s app ecosystem audience based on engagement, identifying the drivers of habitual versus light-touch usage. We translated these drivers into strategic recommendations across content, promotional mechanics and community features, helping Nike create more reasons for members to return, increasing loyalty, community and long-term brand connection.
