How the Nike App for Asian Markets Drives Brand Strategy and Digital Transformation


Nike recently launched its first-ever free branded app as part of its efforts to accelerate digital transformation in Southeast Asia and India. The Drum interviews Xia Ding, Vice President, Nike (Direct and Digital Commerce), Asia Pacific and Latin America, about the launch of the Nike app in APAC and how it is helping fuel transformation digital.

As APAC markets become increasingly digital, not only in media consumption habits but also in the purchase journey, brands are rethinking their business models and marketing strategies. Leading sportswear brand Nike has launched its app to accelerate its digital transformation journey and provide users in Singapore, Thailand, Philippines, Malaysia, India, Taiwan and Vietnam with personalized access to the world of Nike.

“The Nike app represents the latest investment in harnessing this growth opportunity in Southeast Asia and India, and will help forge meaningful one-to-one relationships to serve members like never before,” said Xia Ding, vice-president (direct and direct). digital commerce), Nike – Asia-Pacific and Latin America. She also shares what went into launching the app and how it will help the brand move its story forward.

The launch plan

Recognizing that consumer expectations and behavior have fundamentally changed, driven in large part by a desire to have direct, digital access to brand offerings, the launch of the Nike app marks an important step in digital evolution. of Nike in Southeast Asia and India, says Xia Ding.

The Nike app is now available in Singapore, Thailand, the Philippines, Malaysia, India, Taiwan, Vietnam and Indonesia, she adds. The region accounts for 30% of total global app downloads for the brand. The app campaign was featured on Nike-owned platforms, social media and in-store, and is amplified with voices from key athletes.

Apps that drive the brand story forward

The company has already had huge success with the Nike app across the globe. “It’s the fastest growing platform helping to fuel Nike’s digital growth in the market,” according to Ding.

With the app, Nike ushers in a new era of personalized performance by providing quick and easy access to exclusive products, inspiring content and a global sense of community with fellow Nike members.

Nike’s Big Bet in the Complex APAC Market

Studies indicate that 70% of Southeast Asia is now online, and this region and its digital native consumers represent an important source of brand growth for many global companies.

The primary focus while developing the Nike app for Southeast Asia and India was to ensure that the content, experiences, services and products it offers are primarily personalized to what customers in those markets want, Ding shares. Over time, this focus will become even clearer as learnings flow from member behavior and engagement, and personalization can be even deeper.

The life of the brand beyond an application

Finally, the app is more than just a marketed tool, informs Ding. “It inspires, enables and equips people to move and make exercise a daily habit, and is an integral part of expanding our digital ecosystem.”

More than just a shopping experience, the app includes access to sport and style tips, unique experiences and events, inspiring community, stories and content.

With this launch, the brand hopes to forge meaningful one-to-one relationships to serve members through a Nike digital hub in the palm of the customer’s hand, where they’ll receive product recommendations based on what they like.


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