Nike made a big bet on Megan thee Stallion this year, announcing her as a fitness ambassador with a splashy campaign back in September. Paired with with Nike trainer Tara Nicolas, Megan’s workouts are available on the brand’s Nike Training Club (NTC) app. Adding appeal, Megan’s workout reference the dance moves and language she’s known for with workouts such as “Hot Girl Core” and “Pop It Lower Body.”
Nike executives weighed in on the success of the partnership with Megan (real name Megan Pete) during the company’s recent “One Nike Marketplace” media event on Wednesday (November 10, 2021). Highlighting a clear uptick in NTC users, Nike VP of North American digital commerce Steve Scarpetta in Footwear News coverage explained, ‘Initial results have been tremendous. Megan’s content in the Nike App drove a record high today engagement, her workouts drew a two-time increase in daily active users in NTC.”
Brought on as part of an effort to target Gen Z females, Megan has also been featured in campaigns images used in promotional emails and across social media channels plus the brand’s online store where there’s a curated capsule of clothing and shoes reflecting the Houston-born rapper’s signature body-revealing style. “Megan’s athlete journey also showed up across her YouTube and Instagram channels, driving millions of views and directing her followers to download and join her on our NTC App,” said Scarpetta.
Commenting on the ultimate goal of creating a crossover between Megan’s NFT workouts and online purchases, Scarpetta added, “In the Nike app and on nike.com, we offered a curated collection of Megan’s head-to-toe Nike looks that are available to browse and purchase. We’re constantly assessing the seamless consumer journey across our digital ecosystem, so if an active user was motivated by Megan’s story, we could introduce her to the workouts and the NTC.”