JD Sports Aims to 'Catch 'Em All' With Pokémon Go/ Nike Collab

Athletic apparel retailer JD Sports and Nike have teamed with mobile game Pokémon Go's maker Niantic to drive European players in-store where they can purchase exclusive branded items similar to those owned by their avatars. The deal will see 300 new PokéStops created Oct. 22, allowing Trainers (players of the game) to schedule raid battles within the retail locations as well as to obtain in-game items such as Poké Balls, Potions and Eggs. Using the in-game map, players will be able to choose Nike-themed apparel and accessory options for their avatars in-store while also having the option to purchase real-world versions too, available exclusively through JD stores. They will also be able to buy items inspired by the Nike Air Max sneakers, Nike Air T-shirt and Nike Air Max Heritage Backpack used by their avatars. Nike has a huge and loyal fanbase so we felt that tying this partnership around Nike apparel would be the perfect way to drum up excitement.Brian Benedik, vp of global revenue for Niantic “Top brands, especially apparel brands and retailers, are looking for ways to extend their presence where their customers are spending a lot of time,” explained Niantic’s vp of global revenue, Brian Benedik speaking to Adweek. “That’s increasingly in the virtual space, especially amongst younger consumers.” Behind the collaboration He explains of Nike’s involvement that the brand was “intrigued” by the potential to “surprise and delight” players of Pokémon Go by bringing them to JD stores to buy items to match those of their avatars. The Nike merchandise used by the player's avatars will also be available to purchase instore. “JD Sports, a strategic partner for Nike in Europe and the U.K. became a part of this collaboration because we saw a way to pair real-world locations with the virtual Nike gear drop,” Benedik continued. The collaboration is set to last “a few months” but the avatar items will only be available to be claimed in-game while the relevant items are still available at JD Sports PokéStops. To promote this partnership, there will be a combination of social media activity, window displays, in-store signage, influencer marketing and a launch video ad well as in-app messaging within the game itself. Influencers will be tasked with growing awareness and excitement amongst players on collecting the special Nike-themed avatar items. “Similar to Niantic, Nike has a huge and loyal fanbase so we felt that tying this partnership around Nike apparel would be the perfect way to drum up excitement for JD Sports and help them achieve their objectives.” Niantic's growing brand offer This isn’t the first time that Niantic has partnered with major brands to use its global scale, having previously planned activities with major food outlets such as Chipotle, McDonald’s and Starbucks. “At Niantic, our portfolio of games, including Pokémon Go, is a very attractive digital space for partners to reach consumers. Brands with brick and mortar locations find a great deal of value in tapping into our real-world map, as all Niantic games are built and played on a map on a real-world game board,” claimed Benedik, placing an emphasis on how the partnerships value locations. “Our games are built on a foundation of activity and exploration so, whether it’s a retail brand like JD Sports or players in the quick-service restaurant space, our suite of ads products have the unique ability to drive foot traffic to real-world locations and then measure that impact.” Niantic also intends to expand its brand offer from sponsored locations and geofenced billboards that drive buyers to stores and physical locations with in-game incentives to introduce new options across Pokémon Go and other games. To do this the company has invested in growing its tech team to expand its ad tech, while also growing the number working in the brand partnership team over the last six months as well. “We’re working with more brands than ever and we’re excited for what lies in store in the future,” concluded Benedik. Niantic Launches Pokemon Go Travel Video Series, Global Catch Challenge

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JD Sports Aims to 'Catch 'Em All' Through Pokémon Go/ Nike Tie-In

Developer Niantic's vp of global revenue Brian Benedik discusses the partnership and the initiative

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