Nike accelerates digital transformation

Sportswear giant Nike announced on Tuesday the transformation of its digital platforms will be launched in July to accelerate the construction of a more reliable, convenient digital ecosystem.

Nike is pushing forward its digital transformation to better service consumers. The new platforms will inspire more people to enjoy sports, said Men Lijun, vice-president of Greater China Nike stores.

Since the company introduced its official website to China in 2010, it has developed a complete digital ecosystem including its website, app, WeChat applet and other self-run digital platforms. It has also set up flagship stores and official outlets on the online-shopping platform Tmall.

The upgraded digital platforms will be better connected to its physical shops in China, bringing customers who hold Nike membership a more approachable, digital in-store shopping experience.

Diverse products and services will be provided to consumers through digital platforms and offline retail stores.

Men added the upgraded digital platforms will be developed based on local users' habits.

"Nike has been supporting the creation of sports culture in China since it entered the country around four decades ago," Men said. "A market driven by digitalization will bring infinite possibilities and help us better serve all athletes."