Nike held strong on the Index this year as other brands catch up to its intelligent omnichannel approach. Most notable is Nike’s best-in-class mobile app, which received a perfect score on the Index, and unlocks perk after perk for loyalists – like ‘member Fridays’ at Sweetgreen, a special ‘member shop’ with exclusive new product releases and Nike experts on demand to help customers style or recommend the best curated shoe for their sport. The app thoroughly onboards new users and provides a unique ‘following’ tab for each customer’s favorite sports, products, teams and athletes, as well as news on Nike events that currently take place in 12 cities. What sets Nike apart is its all-in approach (and personalization) of each shopper profile; runners and skateboarders aren’t given the same shoe or email recommendations. Nike listens first and then builds its intelligent technology to engineer everything from the optimal shoe for your lifestyle to the customized messaging that sets you, and your sport, apart from everyone else.