The membership perks abound for NikePlus subscribers.
Nike has plans to begin a test phase for a connected shoe that unlocks exclusive perks for its NikePlus members, according to reports from SportTechie. The shoe is built on the company’s NikeConnect technology, the athletic footwear and apparel brand’s platform for connected products, which was first introduced in its NBA fan jerseys.
NikePlus members in New York City can purchase Nike’s freshman connected sneaker, the AF1 NikeConnect QS NYC, using the Nike SNKRS app. The shoe is embedded with a near-field communication (NFC) chip that will activate exclusive members-only incentives when scanned with a smartphone.
Among the initial perks, members will gain access to a program called “the Choice,” which gives them exclusive access to the latest footwear launches and events around the city.
The introduction of these connected sneakers using NikeConnect exemplifies Nike’s continued commitment to using technology as a vehicle to better engagement with its online community.
“Connected Nike products let us serve NikePlus members holistically across content, commerce and coaching in a way that is way more personal and valuable to them,” Nike told SportTechie. “The growth opportunity for a global ecosystem of connected Nike products is exciting and will continue to expand.”
Nike’s first physical products to feature the NikeConnect platform were its connected NBA jerseys, which launched in 2017. The jerseys let fans scan NFC chips to access members-only events; get product offers for merchandise and tickets; and gain access to exclusive content, like information about each of the pro athletes whose jersey they happen to be wearing.
The company has long been exploring the use of technology to better connect with its customers. Through its Nike Running Club and Nike Training Club App, members get access to unique services, like rewards for working out that can be redeemed for discounts on Nike and even Apple products. And through its SNKRS app, the company communicates with an online cohort of sneaker fans and offers access to exclusive shopping opportunities in major cities.