Dick’s Sporting Goods teams up with Nike in mobile collaboration

Dan Berthiaume
Senior Editor, Technology
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Dick’s Sporting Goods and Nike are offering a seamlessly linked mobile experience to their joint customers.

Dick’s Sporting Goods and Nike Inc. are providing a seamlessly linked mobile shopping and loyalty platform.

The nation’s largest sporting goods retailer and the athletic footwear and apparel giant are strengthening their ties through a "connected partnership" that allows customers to connect their Dick’s membership offering (Dick's Scorecard)  and Nike's loyalty program  through the Dick’s mobile app, allowing them to shop an expanded selection of Nike footwear and apparel. 

The partnership includes member-exclusive footwear and apparel launches and collections, including running and yoga apparel that's already available, with a Nike Air Force 1 and Blazer sneaker launch on Nov.4.  New styles will be added on a regular basis.

There will also be in-store events for members,  at Dick’s House of Sport stores in Rochester, N.Y., and Knoxville, Tenn., in November and December. Events will expand to additional Dick’s stores over time.

As part of the collaboration, Dick's and Nike said they plan to continually work together across their respective physical and digital properties to deliver enhanced convenience, as well as new experiences and content for customers. They also seek to better anticipate and fulfill evolving customer needs.

Dick’s is launching this new partner experience on its app following its successful June 2021 effort to offer customers a single, secure login across all digital and mobile touchpoints. Before focusing its strategy on a unified omnichannel experience, Dick’s Sporting Goods developed five web and mobile apps. As more customers leveraged these digital touchpoints, the retailer found that a lack of consistent customer identity across its different apps and sites prevented shoppers from navigating digital touchpoints with the same ease as walking from department to department in a brick-and-mortar store. 

In addition, because each of these systems required a separate log-in, many times the issue of shoppers who contacted the customer service center were not solved while on the initial call. Deciding it needed to consolidate disparate customer logins to a single login across all touchpoints, Dick’s Sporting Goods selected the Auth0 identity platform.

"Dick’s and Nike have a long and successful history of working together, and this partnership represents a significant strengthening of our relationship," said Lauren Hobart, president and CEO of Dick’s Sporting Goods. "We are both focused on delivering best-in-class experiences and products and creating the best omnichannel experience for our athletes. Combining our capabilities in these areas will create a unique experience in the market for athletes who shop with Dick’s and Nike."

"Nike Membership is how we serve our consumer personally – it fuels deeper engagement and greater access to the very best of Nike," said Sarah Mensah, VP and GM, North America, Nike. "We're helping consumers connect with sport and our products whenever, however and wherever they shop Nike. Our partnership with Dick’s is just another example of how we are reimagining how people connect with Nike across an increasingly digital and connected marketplace."

As of October 30, 2021, Dick’s Sporting Goods operated 734 Dick’s Sporting Goods storesacross the United States. Headquartered in Pittsburgh, the company also owns and operates Golf Galaxy, Field & Stream and Public Lands stores, as well as GameChanger, a youth sports mobile app for scheduling, communications, live scorekeeping and video streaming.