Nike’s Next Big Membership Partner Is Hibbett: Inside the New Digital Program

Hibbett is taking its relationship with Nike one step further.

The Birmingham, Ala.-based retailer said on Monday that it has teamed up with the athletic brand to launch a new loyalty program.

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The result is the newly integrated Hibbett Rewards x Nike Membership program that aims to provide Hibbett shoppers with a host of new benefits and retail experiences when they purchase Nike and Jordan products at a Hibbett store or online.

According to Hibbett, membership benefits include a welcome offer, access to member-only products, curated “Toe-2-Head” Nike and Jordan outfit bundles, engaging community experiences, personalized content and increased convenience.

Members can link their accounts and first-time subscribers can register for a new account and link at Hibbett Rewards, the company added.

Hibbett Sports, Houston, store
Inside Hibbett’s store in Houston. Hibbett

Jared Briskin, EVP of merchandising and supply chain at Hibbett, said in a statement that the company is bullish on the new tie-up. “Integrating Hibbett Rewards x Nike Membership will transform the ways in which we engage and delight our members across all omnichannel touchpoints,” Briskin said. “It will further solidify our leading differentiated retail experience in underserved communities.”

“The future of our marketplace is a connected one,” added Jason Kirrer, VP of Nike North America Marketplace Partners. “We are excited to team up with Hibbett to launch our next connected partnership, providing consumers with exclusive experiences, personalized content and early access to Nike and Jordan member products.”

In celebration of the launch of the Hibbett Rewards x Nike Membership, customers will start to see a new look to the Hibbett Rewards page online, in the app and email marketing and will notice in-store signage surrounding the program. Customers will also find four new Small-Town Sneakerhead episodes featuring sneakerheads from Georgia, Texas and Nevada in the coming weeks.

This new program was first teased last month when Nike held its quarterly earnings call where the company spoke about its increased focus on wholesale.

While direct-to-consumer has been a top priority for Nike over the last few years, inventory excesses in prior quarters have led to an outsized growth in the wholesale channel as it offloads merchandise. Now, the company is narrowing its wholesale focus to specific retailers that connect members digitally and offer an elevated retail experience, Nike CEO John Donahoe said in a call with investors last month. This includes its new program with Hibbett and a similar initiative it has with Dick’s Sporting Goods.

“We think there’s a lot of growth opportunity with those strategic wholesale partners,” Donahoe said at the time.

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