This may not exactly be the news team dealers who already struggle to get Swoosh product for their school and retail clients, but word came recently that Nike is teaming up with full-line retailer Hibbett on a “connected partnership.” It’s a move that reflects Nike’s renewed focus on select wholesale partners as well as its focus on digital connection and it will apparently connect Hibbett and Nike’s loyalty programs and provide consumers with access to member-only products, curated outfit bundles and personalized content.

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,” according to Jared Briskin, EVP, merchandising and supply chain at Hibbett.

“The future of our marketplace is a connected one,” adds Jason Kirrer, VP of 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.”

Nike already offers a connected partnership with Dick’s Sporting Goods, a partnership that began in Nov. 2021. But don’t expect any similar type of program with team dealers any time soon.