The sportswear brand revealed it will relaunch the Nike+ app in June in order to provide users an "all-access pass to Nike’s most coveted products and events".
One such exclusive product will be the brand's first self-lacing trainer, the HyperAdapt 1.0.
Nike’s move replicates the strategy of telecoms brand O2, which offers its customers priority access to music and sporting events through its O2 Priority service.
The impending app relaunch was unveiled at Nike’s annual innovation event and the brand claims the ‘+’ symbol in Nike+ now equates to ‘personal’.
Personalised elements will include an online store that will recommend the user products based on their preferences services such as access to Nike experts.
The new app will be designed to serve every aspect of an athlete’s life via a news feed that will provide training tips from coaches and inspirational messages from Nike athletes.
Nike aims to tailor content for user’s interests and athletic goals.
A ‘services’ tab will connect users to the Nike experts, who will be on hand to answer product-related questions or book a one-on-one reservation in a Nike store.
The ‘pass’ tab will house a personal QR code, which can be used at Nike's retail stores and events or added to Apple Wallet, the tech firm’s mobile payment service, to provide personal recommendations and priority access.
Nike+ users will be sent details of the latest product releases and experiences via an ‘inbox’ tab.