Membership 2.0

During COVID-19, we saw a huge increase on members acquisition, Nike saw a huge opportunity grow their loyalty program and offers something more relevant than just the foundation.

While the base reached 300M members, just 80M were considered active.

Created a more elevated membership experience, with a gamification execution across “doing" and “buying" sports, offering members exclusive experiences and benefits that only Nike can deliver, and differencing Nike’s membership from any other loyalty program.

We presented the project to the CEO, got funded, and the first phase was focused to create awareness of the new program and to increase the active members. The initiative got incredible traction and move the numbers from 80 million to 300 million, with 75% active members. Also the Cost of Acquisition dropped from $20 to $9, Average frequency increased from 12months to 4months and the Lifetime Value increased 35% in 2.5years. The second phase was the most provocative was projected to generate $2 billion in incremental revenue in 4 years, but got stopped due the 2024 reorg and change of business direction.