The NikePlus upgrade is incentivising users to exercise by offering a host of partner products. In an attempt to support and form a bond with customers, Nike will be announcing new unlocks for NikePlus members who complete certain milestones. The milestones can be anything from reaching new running goals to completing new and difficult workout routines. Some of the rewards offered to NikePlus member will include products from Nike, as well as offers from Apple Music, the Headspace meditation app and ClassPass studio fitness service.
According to head of NikePlus membership program, Gilliam Almy, “For the first time we’ll be acknowledging that sweat equity and translating that into actual rewards.” This NikePlus upgrade further pushes the gamification of working out by immediate rewards for trackable progress. Nike will also further incentives by offering small rewards of custom, high-energy Apple Music Playlists.
Key Themes Behind This Trend
- Gamification of Fitness
- By offering rewards for milestones and trackable progress, Nike is tapping into the trend of gamifying exercise to motivate users.
- Partnership Incentives
- Nike's collaboration with partner products like Apple Music, Headspace, and ClassPass demonstrates the trend of offering incentives through strategic partnerships.
- Recognition of Sweat Equity
- The NikePlus upgrade reflects the trend of recognizing and rewarding users' efforts in their fitness journey.
Where This Applies
- Sports and Fitness
- The fitness industry can explore the potential for gamification and reward systems to increase user motivation and engagement.
- Technology and Wearables
- The wearables industry can partner with fitness brands like Nike to integrate their products and services, offering users a more comprehensive experience.
- Wellness and Lifestyle
- The wellness industry can incorporate rewards and incentives into their offerings to encourage healthy habits and boost customer loyalty.
