JD Sports customers to gain priority access to exclusive Nike styles with new Connected Partnership

JD Sports has become the first European partner to go live on the Nike Connected Partnership programme granting its customers priority access to select Nike member-exclusive products, experiences and offers.

Nike's Connected Partnership scheme has been described as a "transformative integrated loyalty programme" and will be rolled out first to JD Sports customers in the UK, who can opt in by linking their JD and Nike accounts on the JD app.

Linking the two accounts unlocks an instant reward bonus along with curated collections, and earlier access to select Nike member products. In future, connected members will also have the opportunity to benefit from exclusive experiences and services. 

The deal cements the long-standing relationship between JD Sports and the global sportswear giant and gives the retailer a significant edge over rivals with competition fierce among trainer aficionados to land the most desirable styles.

New JD Sports CEO Régis Schultz, who joined the business from Al-Futtaim Group last month, said of the deal: “JD and Nike have a long and successful history of working together as strategic partners to bring customers an exceptional product offering and seamless omnichannel experience. This mutually beneficial partnership enhances our strong customer connections through best-in-class retail experiences and early access both in store and online to a select range of additional Nike products. 

“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. It provides further opportunity to inspire the emerging generation of aspirational consumers, who can continue to feel confident that they are being offered the very best of Nike products when shopping at JD.” 

Carl Grebert, Vice President and General Manager EMEA of Nike, added: “Nike’s brand is amplified when we work with like-minded partners to serve those who love sport. 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. 

“Connected partnerships allow us to know and serve Nike members across the marketplace, however, wherever and whenever they shop Nike. We aim to serve JD members with compelling connected member benefits and distinctive experiences.”