What Nike Did Behind the Scenes to Own Its Customers

Hey there,

Most people still think Nike just sells sneakers.

But that’s kind of outdated.

These days, Nike is really a direct to consumer machine. They’ve slowly cut out the middlemen, built their own sales channels, and turned each product launch into a way to learn more about their customers.

Here’s how they did it and how you can do something similar, even if you don’t have a giant budget or team:

Step 1: Sell Through Your Own Channels First

Back in the day, Nike sold mostly through big retail chains like Foot Locker.

Sounds fine… but here’s the problem:

• They didn’t know who was buying their stuff

• They couldn’t control how it was sold or priced

• And they couldn’t build any kind of long term connection

So, Nike made a big move. They started pulling out of those stores and focused on selling through their own website, app, and physical stores.

Now? Over 40% of their sales come from those direct channels.

The takeaway for you:

Don’t try to be everywhere.

Start by owning the place where your customers buy from you. Whether that’s a landing page, a private community, or even a simple checkout link.

Make it feel special. Give people a reason to go there and not somewhere else.

Use public platforms like Twitter or YouTube to get noticed, but guide people back to your space to actually buy or sign up.

Ask yourself:
How many of my customers do I actually “own”? And what’s one step I can take to bring more of them into my world?

Step 2: Make a Tool People Use, Not Just a List They Join

Nike has a bunch of apps:

• One for workouts

• One for running

• One for shopping

• One just for sneaker drops

But these aren’t just for show, they’re designed to help people do things. Log runs. Track workouts. Browse shoes. And all of that activity teaches Nike what their fans care about.

They use that info to offer more relevant products, give early access to drops, and make people feel seen.

And here’s the wild stat: People who use Nike’s apps are 3x more likely to buy again than people who don’t.

What you can do:

Make something useful that lives next to your product.

• If you sell courses, give people a free planner or tracker.

• If you’re a freelancer, make a tool clients can use weekly.

It builds trust. It gives value. And it tells you more about what they actually want, not just what they say they want.

Ask yourself:
What could I create that people would use every week and not just download and forget?

Step 3: Make Launches Feel Like Events, Not Ads

When Nike drops a new sneaker, it’s a whole thing:

• A countdown

• Sneak peeks and stories

• A limited supply

• A raffle to win

• And millions of people sharing if they hit or missed

It’s not just about selling. It’s about turning a product launch into something people care about, talk about, and look forward to.

What to take away:

Don’t just “announce” a product or post a link.

Make it feel like a moment.

• Give early access to people on your list

• Make them do something small to unlock it

• Share stories behind the scenes

• Celebrate the whole process

Ask yourself:
How could I turn my next launch into something people want to check in on even if they don’t buy?

Step 4: Quietly Reward the Right Habits

Nike doesn’t hand out discount codes left and right.

Instead, they track small actions and reward consistency.

• Run 10 times? Early access.

• Log workouts for 3 weeks? Badge (and maybe an invite).

• Buy through the app a few times? Better odds next drop.

It feels more like you earned it. And that keeps people coming back.

What you can do:

Don’t just reward people for buying.

Reward them for showing up.

• Send a surprise thank-you after someone opens 3 emails

• Give early access to people who’ve used your tool 5x

• Offer a bonus for people who stick around

Keep some of it quiet. A surprise reward works better than an expected one.

Ask yourself:
What small actions do I want people to repeat and how can I reward them in a way that feels personal, not salesy?

Step 5: Turn Real Life Moments Into Shareable Content

Nike’s stores aren’t just for shopping.

They’re built to be shared.

• You try on shoes using AR

• You scan codes to unlock stories

• You train with real coaches

It’s all designed so people want to take photos, post about it, and tell others.

And then Nike follows up with content based on what you did in-store.

What to take away:

Every live moment, a webinar, a free call, an event is a chance to create content.

• Make the experience easy to document (screenshots, selfies, quotes)

• Send a follow up email that mentions something personal

• Reuse that moment for posts, emails, or stories

Ask yourself:
How can I turn one real world moment into three things people want to share or talk about?

The Bottom Line

Nike didn’t grow just by making great shoes.

They grew by taking back control:

• Where they sell

• How they launch

• Who they connect with

• And what stories get told

And you can do the same.

✅ Pick one place where you own the experience
✅ Give people something useful they’ll come back for
✅ Turn launches into something fun and memorable
✅ Reward the behaviors that matter
✅ Make every moment feel shareable without asking

You don’t need a billion dollar brand.

You just need to treat every customer like they actually matter.

Because they do.

Until next time,
Omar Waseem

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