How Nike Scales Community Sports Events Globally with Eventtia

Nike is one of the world's leading sports brands, recognized for its commitment to athletes, communities, and innovation. As part of its global engagement strategy, Nike organizes a wide range of community sports events and experiences, including Downtown Long Runs, Nike Well Collective classes, the Jumpman Summer Series, and the Customize Your Nike program. In 2022, Nike selected Eventtia as its global event technology partner to power the Nike Experiences program through a deep integration with Nike.com and Nike's mobile applications.

INITIAL CHALLENGES Scaling a global events strategy beyond an in-house solution

Before partnering with Eventtia, Nike managed its event operations through an in-house solution that worked well at a regional level. But as demand for community sports experiences grew and the strategy expanded internationally, the limitations of that setup became clear.

Marketing teams, store managers, and sports partners across different markets needed a unified system to plan, promote, and analyze events at scale. Coordinating activity across regions required a level of flexibility, automation, and integration that the existing solution simply wasn't built for.

On top of that, Nike needed an event management platform that could integrate seamlessly with Nike.com and its iOS and Android mobile apps, ensuring a consistent brand experience for every attendee, in every market.

THE SOLUTION A unified event management platform integrated through API

Nike After Dark events powered by Eventtia

In 2022, Nike's global IT department selected Eventtia to replace its in-house solution and serve as the backbone of the Nike Experiences program. The platform was chosen for its all-in-one capabilities, enterprise-grade API services, and ability to support large-scale, multi-market event operations.

Three core elements made Eventtia the right fit for Nike:

• A scalable event management platform: Marketing teams, store managers, and sports partners can now plan, promote, and analyze events globally from a single, easy-to-use platform. Through Eventtia's back-office portal, the central Nike Experiences team manages user access, monitors activity, and accesses real-time data and analytics across all markets.
• Deep API integration with Nike's digital ecosystem: Rather than relying on Eventtia's white-labeled interfaces, Nike chose to integrate Eventtia's event management back-end services directly into Nike.com and its mobile applications. This delivered a fully native attendee experience, from event discovery to registration and confirmation.
• Seamless CRM integration: Eventtia's platform automatically synchronizes attendee data with Nike's CRM, eliminating manual data entry and saving time for all teams. This integration strengthened Nike's ability to understand customer journeys and boost engagement throughout the lifecycle.

The platform also supports the full attendee experience: event communications, automated reminders, on-site check-in via the Eventtia Check-in App, and post-event satisfaction surveys.

THE BENEFITS A streamlined, scalable, and data-driven event operation

Since implementing Eventtia, Nike has significantly improved the way it plans, executes, and measures its global community events. Here's what changed:

• 90-day integration: Nike's technical teams successfully integrated Eventtia's back-end services into Nike.com and its mobile apps in less than 90 days, supported by Eventtia's API documentation and dedicated technical team.
• Centralized event management: Thousands of events are now managed from a single back-office portal, giving the central team full visibility and control.
• Empowered local teams: Local stores and sports partners can create and run community events efficiently, without relying on centralized support for every detail.
• Consistent brand experience: Every attendee touchpoint, across web and mobile channels, delivers the same branded Nike experience.
• Real-time data and dashboards: Combined analytics support faster decision-making and sharper post-event analysis.
• Zero manual data entry: Automated CRM synchronization eliminated repetitive processes and freed up team bandwidth.

Eventtia's customer success team also designed and executed a comprehensive training program and ongoing support service tailored to Nike's roadmap and operational needs.

THE BIG PICTURE

By integrating Eventtia's event management platform and API services into Nike.com and its mobile applications, Nike has built a strong foundation for the global expansion of the Nike Experiences program.

This partnership turned event management into a strategic capability, enabling Nike to deliver community-driven brand activations at scale, acquire new customers, and increase customer lifetime value.

As Nike continues to expand its event strategy across new markets, the collaboration with Eventtia shows how the right event technology can help world-class brands build stronger, lasting connections with their communities worldwide.