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The Nike app’s latest feature allows members to customise products and speak to experts

NikePlus Unlocks delivers on users’ wants and needs by giving them access to Nike experts – and the power to customise exclusive products.

The latest feature within Nike’s app knows what you want and need, but rather than automatically serve up personalised recommendations it will first put you in touch with a real person.  

NikePlus Unlocks, which launched last week, analyses its members’ shopping habits before connecting them with a Nike expert. If a member is about to run their first marathon, for example, the expert can advise – in person at a Nike store, if desired – on appropriate footwear.

The feature also grants access to members-only products, which can subsequently be personalised (and reserved before they’re publically released). The Nike Air Vapormax’s colours, for instance, can be customised from top to bottom.

“Beyond single products or multiple products, the benefit also relays invitations to exclusive services such as members-only shopping events,” Nike explained. “And the more info you share with Nike, the better it can reserve product and experiences for you.”