Nike building in-house social commerce app “tasked with creating the future of shopping for girls”

Nike is looking to create its own social shopping niche outside the bounds of TikTok and Instagram, according to Yahoo Finance.

The athleticwear giant recently set up a landing page for what its dubbed Nothing but Gold, an app in “super stealth mode” aimed at young women shoppers. The project is clearly making an attempt to build something of a Nike community among the group.

According to the landing page, the app will present a mix of “sport, style and self care,” but gives little other detail. However, a recent job posting for the app gives some more detail and makes clear that Nike is looking to create a branded space that operates similarly to the social media platforms Generation Z is already using to browse and shop, namely Instagram and TikTok.

It also claims that the group is now “tasked with creating the future of shopping for girls” and that Nothing but Gold is a “native mobile app that takes social commerce in-house” for Nike. As of now, the app is set to be “a true mix of sport, style, activism and mindfulness” where young women can buy Nike products, see how other users style them and “get inspired.”