Nike Creates 'Nothing but Gold' App, Targeting Young Women

    • Nothing but Gold has a landing page, but is still in private beta mode.
    • The platform is a part of Nike’s expansion to reach more women.

The biggest sportswear retailer is expanding further into social media. 

Nike created a landing page and Instagram account for Nothing but Gold, an app targeting Gen Z women “dedicated to sport, style, and self-care.” 

While the website is still in private beta mode, potential users can DM or email for a chance to participate in the build. “NbG is an experimental Nike project built by a passionate team with a simple idea: we believe you deserve to have a say in the products you buy,” the page says.

A January tweet from Zoe Scaman, founder of strategy studio Bodacious, called the app “the perfect concoction of TikTok, Highsnobiety, NTWRK & more.” The tweet shouts out Michelle Goad, the Gen Z Innovation Leader at Nike. “It’s time to redefine what ‘Just Do It’ really means,” an attached announcement video read.

The app frequently posts pictures of women in Nike gear and includes a section called “Introducing Women at Nike,” a segment kicked off with Kelly Cooper Krone. It even keeps up with current events, speaking out about racist attacks on Asian communities.

Other subtle hints about the app are sprinkled around the internet. Stephanie Specht of Specht Studio says on her website that she is creating affirmation visuals for the app focused on “girls who ‘Just Do It’ their way.” Specht also says the app is designed and developed by Enjoy The Weather.

Nike women’s products reached a sales mark of $7.4 billion in 2019, up from $6.9 billion the year prior. In its December earnings report, Nike said its women’s category grew faster than its overall business, crediting new yoga gear and plus-size apparel.

In 2015, Nike announced plans to turn its women’s fitness category into “an $11 billion empire.”