JD Sports strikes 'connected partnership' with Nike

Sportswear retailer JD Sports has struck a "connected partnership" with footwear giant Nike that will give the group's customers "unprecedented access" to select member-only shoes and apparel.

JD Sports said on Friday that the agreement made it Nike's first European retail partner, further cementing the duo's "trusted partnership" as they look to harness their "technological and digital expertise" to serve consumers.

Nike will offer JD customers, starting in the UK, unprecedented access to select member-only footwear and apparel when they opt to link their JD and Nike Membership accounts through the JD mobile app.

Chief executive Régis Schultz said: "JD and Nike have a long and successful history of working together as strategic partners to bring customers an exceptional product offering and seamless omnichannel experience.

"This mutually beneficial partnership enhances our strong customer connections through best-in-class retail experiences and early access both in-store and online to a select range of additional Nike products."

Reporting by Iain Gilbert at Sharecast.com