Nike‘s new partnerships with Apple Music, ClassPass and Headspace means NikePlus members will get access to music, guided meditation and fitness classes as new membership perks. A wave of new benefits, called NikePlus Unlocks (which were first introduced in November) will roll out beginning in early February.
Based on members’ personal interests and goals, these perks, which include access to music, guided meditation and fitness classes, are designed to ‘inspire and reward members on their journey to being the best athlete they can be’.
Rewarded for workouts
Here, the more active a NikePlus member is, the more that he or she gets rewarded. Whether running more miles through the Nike Run Club (NRC) app or doing five new strength routines in the Nike Training Club (NTC) app, every time an athlete strides or reps, these physical achievements trigger rewards. These include exclusive products (for example, a custom NRC tee or access to exclusive members-only running products) and experiences from Nike and its partners.
New partnerships adding variety
Access to free services from Nike’s new partners, Apple Music, Headspace and ClassPass, better equip NikePlus members to meet goals ‘as part of a holistic athletic experience’.
- Apple Music: completing purchases or workouts can get access to music. For example, when an athlete reaches a new minute milestone in the NTC app, they could unlock exclusive Nike playlists on Apple Music that include high-energy mixes specially designed to get out and keep moving. Plus, NikePlus members who purchase the Nike Epic React Flyknit running shoe in the exclusive White Fusion colourway will unlock up to four months of Apple Music.
- Headspace: with access to guided meditation and mindfulness app, Headspace, NikePlus members will be able to unlock guided meditation content as well as audio-guided runs focused on mindfulness.
- ClassPass: one way to gain access to free ClassPass class credits to sample new workouts and add variety to a routine is by gearing up via the Nike app with the latest training essentials.
Tailored to each member, personalized Unlocks deliver everything from product discounts that last an entire birthday month to receiving a gift when making a purchase (for example, if buying an eligible sports bra via the Nike app, NikePlus members could receive a free one-month ClassPass subscription) to exclusive VIP experiences.
Nike adds that the more that athletes/consumers use nike.com and the Nike, NTC or NRC apps, the ‘better Nike can get to know you and serve you with promotions tailored to your interests and goals’.
Refreshed exclusive shop
Throughout February, Nike’s members-only Exclusive Shop — which has guaranteed access as soon as an individual logs on to the Nike app — will be restocked with five new shoes, including the Nike Kyrie 4 iD, an exclusive Nike Zoom KDX and the Nike Epic React Flyknit in White Fusion.
Athletes can personalize the Kyrie 4 iD with their initial on the tongue top, a number on the heel and ‘something to inspire you inside the tongue’. This exclusive edition also features unique colours and a gum rubber sole.
The Nike Epic React Flyknit won’t be available until February 22, but NikePlus members can get it first — February 5 — in an exclusive colourway.
These latest Unlocks in the Nike app complement the spectrum of services Nike provides for athletes and will ‘continue to deliver value over the lifetime of the relationship with each member’. The ultimate goal is a personalized experience for members that seamlessly combines digital and physical intersections with Nike.