Nike is fully committed to making sure that our real, loyal consumers are the ones who get fair access to our products and that we continue to evolve best-in-class solutions in the marketplace." 'Global ecosystem defense squad'īots, or software programs that help buyers jump virtual lines, get the most blame when sneaker collectors miss out on high-demand releases on SNKRS. Nike declined to make anyone available to answer questions for this story, but a spokesperson said: "We always strive to deliver the best consumer experiences, and as part of that focus, we are constantly looking at the best way to combat bots across our digital ecosystem. Nike's digital sales now account for 25% of the brand's revenue, up 3 points from a year ago, Matt Friend, its chief financial officer, said on an earnings call this week. The much-maligned SNKRS app is a major component of Nike's evolving direct-to-consumer strategy under CEO John Donahoe.
Now, it's privately and publicly testing out strategies to make access to sneakers fairer. Nike has slowly come to terms with its role in hypebeast culture and has begun listening to its frustrated fans. Demand often far exceeds supply, especially as the secondary market has heated up and buyers look to resell sneakers. The SNKRS app, which Nike uses to sell and promote its most coveted products, has become notorious for handing out "Ls," or losses, to users. Job descriptions also show that Nike is ramping up the fight against bots that jump virtual lines.īy its own admission, Nike is "at risk" of losing some of its die-hard sneakerhead customers.On Monday, CEO John Donahoe unveiled Nike's "dedication score," which rewards top customers.Nike knows it could lose some of its best customers because of dissatisfaction with its SNKRS app.
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