{"id":70320,"date":"2025-10-10T16:39:07","date_gmt":"2025-10-10T16:39:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/70320\/"},"modified":"2025-10-10T16:39:07","modified_gmt":"2025-10-10T16:39:07","slug":"nikes-refreshed-app-returns-to-its-athlete-first-playbook","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/70320\/","title":{"rendered":"Nike’s Refreshed App Returns to Its Athlete-first Playbook"},"content":{"rendered":"

\n\tNike<\/a> is making another strategic move to reinforce its market leadership and put sport first again.<\/p>\n

\n\tThe latest initiative is the brand\u2019s app refresh, which Jefferies analyst Randal J. Konik said on Friday puts \u201csport and athlete storytelling front and center.\u201d He also said the refresh is a \u201cclear signal\u201d of Nike<\/a>\u2019s renewed Win Now focus. The app contains enhanced navigation highlights that further the company\u2019s CEO Elliott Hill\u2019s push to reconnect the brand with its \u201cathlete roots.\u201d<\/p>\n

\n\tThe new content reflects a return to Nike\u2019s athlete-first playbook. Exclusive videos and sport stories are front and center and the app opens, showcasing narratives and hero moments to deepen consumer engagement, Konik said. He noted that top Nike athletes are now the storefronts as each star gets his or her own personal shop inside the app.<\/p>\n

\n\tThe new Nike app also relies on enhanced AI tools to personalize the customer experience, making product search easier and with the help \u2014 if needed \u2014 of a conversational shopping assistant. <\/p>\n

\n\tNike last week posted first quarter earnings results that beat Wall Street\u2019s consensus estimates. CEO Hill in a conference call also disclosed that 8,000 employees were redirected to \u201cSport Offense<\/a>,\u201d a new initiative that aligns the company\u2019s three brands \u2014 Nike, Jordan, and Converse \u2014 \u201cinto more nimble-focused teams by sport.\u201d Hill explained that the strategy will give each brand its own distinct identity to serve different consumers.<\/p>\n

\n\tEarlier in the year, the company introduced new product that emphasized its emphasis on the running market. In fact, its new Vomero 18 sneaker surpassed $100 million in sales earlier this year. The brand also surfaced in June a new women\u2019s sneaker Astra Ultra<\/a>, which featured shapes and patterns created by generative AI. Late last month, the NikeSkims apparel line launched, with expectations that it will drive interest among female customers. <\/p>\n

\n\tAccording to Konik, running sales in the first quarter grew 20 percent. Vomero Premium and Structure 26 for everyday running are heavily featured throughout the new platform. He also said digital compares for the second half should be easier, given last year\u2019s third and fourth quarter where digital sales were down 15 percent and down 26 percent, respectively. The app refresh and digital repositioning in the works should provide at a minimum modest stabilization that could show year-over-year growth.<\/p>\n

\n\t\u201cThe turnaround is here and the playbook is working,\u201d Konik said. <\/p>\n

\n\tWhile management tackled wholesale, and inventory issues first to restore partner trust and marketplace health, it still needs to do more work on digital.<\/p>\n

\n\t\u201cThe app refresh is a statement that Nike is executing in the channel with urgency. With consumers engaged and order books strengthening, we think the stage is set for Nike\u2019s growth to kick into a higher gear,\u201d Konik concluded.<\/p>\n","protected":false},"excerpt":{"rendered":"Nike is making another strategic move to reinforce its market leadership and put sport first again. The latest…\n","protected":false},"author":2,"featured_media":70321,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[342,111,139,23279,55903,69,145],"class_list":{"0":"post-70320","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile","8":"tag-mobile","9":"tag-new-zealand","10":"tag-newzealand","11":"tag-nike","12":"tag-nike-running","13":"tag-nz","14":"tag-technology"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/70320","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=70320"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/70320\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/70321"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=70320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=70320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=70320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}