Pou Sheng currently operates Nike stores in over 300 cities in China, serving approximately 150 million consumers every year.

Pou Sheng said: “To meet increasingly diverse consumer demand, both companies will combine their unique advantages in retail operations and digital innovation to jointly bring Chinese consumers a more creative, convenient and personalised omni-channel retail experience.”

Pou Sheng and Nike will reportedly connect their membership systems to promote the upgrade of Pou Sheng’s digitally-enabled stores. In the future, when consumers shop in Pou Sheng-operated Nike stores in China, they will be able to unlock products, offers and experiences exclusive to members that are consistent with those available in Nike’s directly operated stores.

The statement continued: “In the future, the two companies will continue to explore the boundaries of retail innovation, jointly creating premium Nike membership services through digital empowerment to reach a wider range of Chinese consumers that will enable them to enjoy Nike’s premium services simultaneously no matter online or offline, through direct sales or wholesaler shopping networks.”