Nike has quietly launched a new app call NbG (Nothing but Gold) a platform described as “Nike’s secret new sport + style app designed for Gen Z girls.” Currently the app is in private beta mode for iPhone users only and is available either through invite or by DM-ing the the platform’s Instagram feed, @nbg.nike, or emailing firstname.lastname@example.org.
Copy on the brand’s website reads: “We curated a feed of the latest looks created by THE BEST NIKE TRENDSETTERS (👀 at you). We’re currently in private beta (a.k.a. super-secret-stealth mode) and we WANT YOU TO BUILD WITH US.”
The app includes images of women wearing Nike product that are pulled from Instagram. App users are encouraged to weigh in on images and are offered the opportunity to tag them as “buy,” “fave” or “share” through DM or social media.
Hit the buy icon and you will be seamlessly moved to a store where the featured items are available for purchase.
Reflecting timely issues, today the app included a GIF speaking out about racist attacks on Asian communities. The app also includes a section called “Introducing Women at Nike, a segment kicked off with Kelly Cooper Krone, he director of lifestyle apparel merchandising for North America.
The app’s focus on women makes sense not only because of frustration women have expressed using SNKRS, it also reflects the brand’s laser focus on expanding sales to women using what has been repeatedly described by management as a seamless online-to-offline experience. Targeting the Gen Z customer no doubt speaks to the customers’ ease with shopping and buying online.
Check out Nike’s NbG Instagram feed below.