Nike has chosen JD Sports as its first European retail partner for its Connected Partnership, which gives consumers access to additional member-exclusive Nike products and experiences.

The new offering will give JD customers access to Nike member-only footwear and apparel when they link their JD and Nike membership accounts through JD’s mobile app.

After linking their accounts, JD and Nike customers unlock an instant reward bonus, curated collections, and earlier access to select Nike member products.

In future, connected members will also have the opportunity to benefit from exclusive experiences and services, Nike said.

"This partnership - the first to launch in Europe - amplifies the combined strength of the Nike and JD brands with our shared consumers, by leaning into their behaviour and journeys and creating new, richer and more engaging experiences,” said Régis Schultz, chief executive of JD Sports. “It provides further opportunity to inspire the emerging generation of aspirational consumers, who can continue to feel confident that they are being offered the very best of Nike products when shopping at JD."

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