Global – The sportswear brand has launched a virtual store where shoppers can only access limited-edition items with credits earned from previous purchases.
Accompanying the launch of the Air Max 720, the online store is open to all, however items only become available to buy once shoppers enter the order number from a previous Nike purchase. This is generated into Air Credits, which are deposited into a virtual wallet. Following on from Nike's recent SNKRS pop-up, the brand is continuing to create engaging experiences that leverage and reward customer loyalty.
Hosted on a Netstalgic microsite, all merchandise in the store – including water bottles, socks and stickers – has been developed with the brand’s network of collaborators. Meanwhile, avatar versions of London-based designer Mini Swoosh, England footballer Raheem Sterling and DJ Peggy Gou are on-hand to assist customers in the shopping journey, rotating on a weekly basis.
In our Digital Store Fronts microtrend, we explore how the future of online shopping is being shaped by visual-first digital experiences.