What: Nike customers will be able to link their Nike membership to their JD Sports or Zalando accounts to access member-only perks.

Why it is important: The partnership is mutually beneficial as JD Sports and Zalando will be able to offer European shoppers a wider range of products and services while Nike receives greater data on its customer base.

Nike previously tested this concept by partnering with Dick’s Sporting Goods in the US last year which had proven to be an effective way to serve customers and build closer relationships.

As an incentive to participate, shoppers who link their accounts will be notified of new product drops in advance as well as have access to exclusive items and new digital experiences.

Nike integrates digital services with Zalando and JD Sports