The latest exclusive releases from Nike are making people talk. Only the most loyal fans have a chance of getting these highly coveted sneakers. To obtain them, you have to go through a new scoring system that is responsible for calculating the dedication of consumers and determines their chances of buying the items they want so much. In this way, the sports giant tries to curb scalpers and wants to reward true fans.
only for fans
On December 20, Nike CEO John Donahoe presented the scoring system at a conference with analysts. With this method, fans who want to buy exclusive Nike shoes will be evaluated based on their engagement score. Thus, the new algorithm will calculate the product affinity of customers depending on their commitment and loyalty. For example, it will take into account whether the user follows live streams or interacts with content.
The snkrs app it is Nike’s main tool when it comes to launching its most coveted sneakers. This is a highly anticipated product. Sometimes they attract resellers, who buy the shoes and then sell them at a higher price. And in this way, ordinary consumers cannot get their limited edition sneakers.
Weekly live streams
Nike has a clear commitment to real fans of the brand. To do this, they will offer additional content that gives them the opportunity to score points. In a new space in its digital studio in New York, the company will host weekly live broadcasts of SNKRS. The goal will be to drive industry-leading engagement metrics. The new system was first tested last month by inviting consumers to buy new Jordan shoes.
We’re delivering on our vision, that through connected member experiences and inventory, powered by connected data and technology, we can provide consumers with greater access to the best of Nike with more speed, comfort and connection to our brand and sport than ever before.
John Donahoe, CEO of Nike.