In a move that reflects Nike’s renewed focus on select wholesale partners as well as its focus on digital connection, Nike is teaming up with retailer Hibbett on a “connected partnership,” connecting Hibbett and Nike’s loyalty programs and providing consumers with access to member-only products, curated outfit bundles, personalized content and more.

Nike also offers a connected partnership with Dick’s Sporting Goods, a partnership that began in Nov. 2021.

The goal of the connected partnership is to “transform the ways” brand and retailer engage consumers “across all omnichannel touchpoints” and “further solidify our leading differentiated retail experience in underserved communities,” stated Jared Briskin, EVP, merchandising and supply chain, Hibbett.

“The future of our marketplace is a connected one,” said Jason Kirrer, VP, Nike North America Marketplace Partners. “We are excited to team up with Hibbett to launch our next connected partnership, providing consumers with exclusive experiences, personalized content and early access to Nike and Jordan member products.”