During its fiscal Q4 2022 earnings call, Nike EVP & Chief Financial Officer Matthew Friend attributed the global sportswear company’s digital revenue growth to the rising demand for its mobile apps such as the Nike shopping app, Nike SNKRS, Nike Training Club and Nike Run Club.
Matthew said that the company’s digital revenue increased by 18% in the fourth quarter of the fiscal year ‘’fueled by strong demand’’ for Nike’s app portfolio. He also said that 50% of Nike’s total digital demand is now driven by these apps.
”This quarter, our app ecosystem grew into an even greater share of our total digital demand, helping our digital share of the business reached 24% in Q4,” said John Donahoe, the President and CEO of Nike. ”This is a shift being led by the consumer as they pursue the most personalized shopping experience NIKE provides. And we do not take lightly the choice made by consumers to put us in the most prized real estate that exists today, the home screening of their phone. No other brand occupies that space globally like NIKE and it remains one of our biggest competitive advantages.”
The company also started testing audience segmentation in North America and plans to expand the tests in the next months to provide more personalized user experiences.
During the celebrations of its 50th anniversary, Donahoe said Nike saw its highest commerce app traffic so far in its history. For the anniversary campaign, the company released a short film directed by Oscar-winner Spike Lee.