Sports brands face a unique retention challenge: customers may be loyal to their favorite athletes or teams, but that passion doesn't automatically translate to where they buy gear. The brands that solve this problem use loyalty programs to turn casual shoppers into repeat buyers—and the results speak for themselves.
McKinsey reports that members of paid loyalty programs are more likely to spend more on the brand after subscribing—and show higher purchase frequency than free programs. This dramatic shift in purchase frequency represents a fundamental change in customer behavior that directly impacts revenue predictability and inventory planning. Additionally, Accenture research found that loyalty members generate 12-18% higher revenue than non-members. For DTC sports brands on Shopify, a modern loyalty platform can drive similar results without the enterprise-level complexity.
Key Takeaways
- adidas adiClub members specifically demonstrate 2x lifetime value compared to non-members, with members purchasing 50% more frequently.
- Top athletic loyalty programs score in the high-7s for consumer satisfaction in major rankings
- Values-based rewards—like sustainability actions and community events—are gaining traction, with 34% of consumers switching brands based on ethical practices.
- Mobile-first apps and omnichannel integration are table stakes for modern sports loyalty programs.
- Shopify Plus brands can implement enterprise-grade loyalty features through platforms like Rivo without legacy system complexity.
Below are 12 loyalty programs sports brands should study—starting with the most flexible option for Shopify-based athletic brands.
1) Rivo — Best for Shopify Sports Brands
Best For
DTC sports and athletic brands on Shopify Plus seeking customizable loyalty, referrals, and memberships
Price
Starting at $49/month (7-day free trial, month-to-month billing)
Why It Made Our List
Rivo is a modern retention platform built exclusively for Shopify, powering loyalty programs for over 7,000 brands including Nike partnership collaborations through Ultra Football. The platform has generated documented results like 52x ROI and 3.1x repeat purchase rate improvements.
These results demonstrate how the right loyalty infrastructure can transform customer behavior. The 52x return on investment means that for every dollar spent on the platform, brands generate $52 in attributable revenue. Meanwhile, tripling repeat purchase rates fundamentally changes the economics of customer acquisition.
Key Features
- Customizable points-based loyalty with VIP tier automation based on spend, points earned, or orders placed
- White-labeled referral marketing with 20+ fraud prevention tools including IP monitoring and order verification
- Paid membership programs using Shopify Plus checkout extensions—no legacy Shopify Scripts required
- Native Shopify checkout integration that lets customers redeem points right in checkout, improving redemption and reducing friction
HexClad generated $450K in referral revenue in their first 90 days with Rivo, demonstrating the platform's ability to drive measurable results quickly. The speed of implementation and immediate ROI make Rivo particularly valuable for growing brands that need to see returns within their first quarter.
The Bottom Line
For Shopify sports brands, Rivo delivers enterprise-grade loyalty features—points, referrals, memberships, and customer accounts—without annual contracts or VC-driven pricing pressure.
2) Under Armour — UA Rewards
Why It Made Our List
UA Rewards scored 7.75/10 in Newsweek’s Outdoor & Athletic Apparel category—beating Nike and adidas in direct consumer surveys of 4,000+ respondents.
This satisfaction score reflects more than just program features. It indicates that Under Armour has successfully aligned rewards with what athletes actually value, creating a program that feels intuitive and rewarding rather than complex or restrictive.
Key Features
- Earn 1 point per $1 spent on purchases
- Birthday rewards and exclusive member pricing
- Early access to product launches and athlete collaborations
The Bottom Line
Under Armour proves that simplicity wins—their straightforward point system outscores more complex competitors in customer satisfaction.
3) adidas — adiClub
Why It Made Our List
adiClub is one of the largest sports membership ecosystems globally, with adidas reporting 240 million members in its digital ecosystem. Members demonstrate 2x lifetime value versus non-members and purchase 50% more frequently.
This 50% increase in purchase frequency represents a massive operational advantage. When half of your customer base shops significantly more often, it creates predictable revenue streams that enable better inventory planning, cash flow management, and growth forecasting.
Key Features
- 4-tier points system (10 points per $1 spent)
- Integration with adidas Running and Training apps
- Exclusive product drops via CONFIRMED app
- Money-can't-buy experiences: signed jerseys, athlete training sessions, event tickets
The Bottom Line
adiClub demonstrates that combining app ecosystems with tiered rewards creates measurable lifetime value increases at massive scale.
4) Nike — Nike Membership
Why It Made Our List
Nike takes a perks-based approach rather than traditional points—focusing on access and community. The program scores 8.13/10 in footwear and integrates four dedicated apps.
By prioritizing access over discounts, Nike maintains its premium brand positioning while still delivering compelling value. This approach particularly resonates with younger consumers who value experiences and exclusivity over percentage-off promotions.
Key Features
- Free shipping on orders $50+ for members
- 60-day wear test for sneakers (try risk-free)
- Four integrated apps: Nike App, Nike Run Club, Nike Training Club, SNKRS
- Partner perks including Apple Music, ClassPass, and Headspace access
The Bottom Line
Nike proves loyalty doesn't require points—instant perks and community-driven experiences create brand advocates who stay for the ecosystem.
5) The North Face — XPLR Pass
Why It Made Our List
XPLR Pass pioneered values-based loyalty by rewarding sustainable actions alongside purchases. The program drove a 54% traffic increase to their landing page at relaunch.
This traffic surge demonstrates growing consumer interest in brands that align rewards with environmental values. The ability to earn points through sustainability actions creates engagement opportunities beyond just purchasing, deepening the relationship between brand and customer.
Key Features
- 1 point per $1 spent (100 points = $10 voucher)
- Earn points for recycling products, visiting National Parks, using reusable bags
- Exclusive Trail Days events with group hikes and athlete talks
- Product testing opportunities for unreleased gear
The Bottom Line
For sports brands targeting environmentally conscious consumers, XPLR Pass shows how sustainability rewards drive both engagement and brand alignment.
6) Foot Locker — FLX Rewards
Why It Made Our List
Foot Locker completely redesigned FLX in 2024 based on customer feedback, driving 25%+ sales penetration with a goal of 50% by 2026. The program scores 8.00/10 in footwear.
Achieving 25% sales penetration means one in four transactions now comes from loyalty members, with plans to double that within two years. This trajectory shows how responsive program redesigns based on customer feedback can accelerate adoption and revenue impact.
Key Features
- Convert every dollar to FLX cash redeemable for cashback
- Xtra Boosts exchange points to increase sneaker raffle odds
- Heat monitor predicts drop popularity to help members strategize
- Tiered benefits including free shipping and birthday cash
The Bottom Line
FLX proves that listening to customer pain points and rebuilding generates measurable ROI improvements.
7) lululemon — lululemon membership
Why It Made Our List
lululemon attracted 9 million signups in just 5 months with a perks-focused program that avoids discounting. Over 30% of members used at least one benefit in that period.
The 30% benefit utilization rate demonstrates that members aren't just signing up—they're actively engaging with the program. This engagement creates habitual touchpoints that keep lululemon top-of-mind and drive repeat visits even without discount incentives.
Key Features
- Free hemming on pants and skirts
- Receipt-free returns and exchanges on sale items
- Early access to product drops
- Sweat Collective tier: 25% off for verified fitness professionals
The Bottom Line
lululemon demonstrates luxury loyalty—delivering value through service and convenience rather than discounts that erode brand positioning.
8) REI — Co-op Membership
Why It Made Our List
REI's co-op model creates the deepest possible brand connection—members actually own the company. The program combines profit-sharing dividends with ethical business practices that drive genuine loyalty.
Harvard Business Review research shows that increasing customer retention rates by just 5% can increase profits by 25% to 95%. REI's ownership model takes retention to its logical extreme by giving customers a financial stake in the company's success.
Key Features
- Annual patronage dividend (approximately 10% back on purchases based on profits)
- Voting rights for board candidates
- Members-only garage sales and event pricing
- Access to #OptOutside movement and community initiatives
The Bottom Line
REI proves that charging upfront can create stronger commitment than free programs—members who pay feel invested in the brand's success.
9) Rapha — Rapha Cycling Club (RCC)
Why It Made Our List
RCC operates 23 physical Clubhouses worldwide with 1,000+ organized group rides monthly. The program proves subscription-based loyalty works for premium positioning.
Organizing over 1,000 rides monthly creates constant engagement touchpoints that keep members active and connected. This community-first approach transforms loyalty from a transactional relationship into a lifestyle commitment.
Key Features
- Access to 23 global Clubhouses with rides, events, and coffee
- Members-only kit and early collaboration access
- Dedicated RCC app for ride coordination
- Balance of 50% product benefits, 50% community connection
The Bottom Line
RCC shows that community-first models deserve serious consideration, with 87.5% of loyalty programs planning more non-transactional engagement.
10) Skechers — Skechers Plus
Why It Made Our List
Skechers Plus scores 7.91/10 in Newsweek's footwear category by using gamified surveys and quizzes to collect customer data while rewarding engagement.
This gamified data collection serves dual purposes: customers earn points for simple actions while Skechers gains insights for better personalization. The exchange creates value for both sides without requiring purchases.
Key Features
- Earn points on purchases, surveys, and quizzes
- Silver and Gold tier progression based on spend
- 750 bonus points for downloading the Skechers app
- Extended returns and free standard shipping
The Bottom Line
Skechers proves that gamified data collection benefits both the brand through better personalization and members through more rewards for simple actions.
11) Vans — Vans Family
Why It Made Our List
Vans Family scores 7.92/10 in Newsweek's footwear ratings by authentically integrating skateboarding culture into their rewards structure.
The Family branding creates an emotional connection beyond transactions. Members feel they belong to a community that shares their values and lifestyle, not just a rewards program that offers discounts.
Key Features
- Points earned on purchases
- Early access to limited-edition drops and collaborations
- Member-only promotions and skate events
- Community-focused Family branding
The Bottom Line
Vans demonstrates that cultural authenticity creates loyalty beyond transactions—members feel they belong to a community, not just a rewards program.
12) Girlfriend Collective — The Collective
Why It Made Our List
Girlfriend Collective rewards social good alongside purchases, aligning with data showing 34% of consumers switch brands based on sustainability—up from 21% in 2023.
This 13-percentage-point increase in just one year reflects accelerating consumer demand for values-aligned brands. Girlfriend Collective positions itself to capture these increasingly conscious consumers by rewarding the behaviors they already care about.
Key Features
- 25 points instantly on signup
- Earn points for reviews, social follows, and referrals
- 50 points for posting good deeds (volunteering, charity) with #GOODJOBGF
- Free products for successful friend referrals
The Bottom Line
Girlfriend Collective shows how values-based rewards generate user-generated content while attracting environmentally conscious consumers.
What Sports Brands Can Learn
The programs above share common patterns that any athletic brand can implement:
- Tiered structures outperform flat programs — The highest Newsweek scores belong to brands with VIP progression
- Mobile-first is mandatory — Every top program integrates dedicated apps
- Community beats discounts — Experiential rewards like events, access, and exclusive products drive higher engagement than percentage-off offers
- Values alignment matters — Research from Bain & Company shows that increasing retention rates by 5% can increase profits by 25% to 95%, and values-based programs drive this retention
For Shopify-based sports brands, platforms like Rivo enable these same strategies—customizable VIP tiers, referral programs, and membership options—without building from scratch or committing to annual contracts.
Building Your Sports Brand Loyalty Strategy
The most successful sports loyalty programs share a common thread: they create emotional connections that extend beyond transactions. Whether through adidas's 240 million-member ecosystem, Nike's perks-based community, or The North Face's sustainability rewards, these programs recognize that modern consumers—especially in sports and athletics—want to align with brands that reflect their values and lifestyle.
For Shopify sports brands ready to implement enterprise-grade loyalty without enterprise complexity, Rivo offers the complete toolkit. With customizable VIP tiers, white-labeled referral programs, and seamless Shopify Plus integration, Rivo enables sports brands to compete with industry giants while maintaining the agility and flexibility that DTC brands need to thrive.
The data is clear: loyalty programs drive measurable results when designed thoughtfully. Start with the right platform, implement tier structures that create aspirational goals, and focus on delivering value that resonates with your specific audience. Whether you're selling performance gear, lifestyle apparel, or outdoor equipment, the principles remain the same—reward behavior you want to see more of, create community around shared values, and make the program so valuable that members wouldn't consider shopping elsewhere.
Frequently Asked Questions
What makes a sports brand loyalty program successful?
The most successful sports loyalty programs combine tiered rewards with experiential benefits. Programs like adiClub demonstrate 2x lifetime value through 4-tier structures that reward consistent engagement. Mobile app integration, early access to product drops, and community events consistently outperform simple discount-based approaches. According to Forbes research, customers who have the best experiences spend 140% more compared to those with poor experiences, which explains why experiential rewards drive such strong results.
How do VIP tiers drive repeat purchases for athletic brands?
VIP tiers create aspirational goals that increase purchase frequency. adidas members buy 50% more often than non-members, while brands using tiered loyalty programs report higher average order value at each level. The key is automating tier progression based on spend, points, or orders—then surfacing progress to motivate the next purchase. Platforms like Rivo make this automation straightforward with built-in tier management and customer account displays that show members exactly how close they are to the next level.
Should sports brands charge for membership programs?
Both models work depending on positioning. REI charges a one-time fee and creates ownership commitment, while Rapha uses annual subscriptions for premium community access. lululemon offers free membership but reserves exclusive benefits for verified fitness professionals. The decision should align with brand positioning—premium brands can justify paid tiers while mass-market brands typically benefit from free entry points. The critical factor is ensuring the value delivered exceeds the cost, whether measured in dollars or in the effort required to join.
What fraud prevention measures do referral programs need?
Sports brands running referral programs need IP address monitoring, self-referral blocking, new customer verification, and order fulfillment checks before distributing rewards. Platforms like Rivo include 20+ built-in fraud tools that address these concerns automatically—critical given that referral fraud can quickly erode program ROI. Without proper safeguards, sophisticated fraudsters can exploit referral bonuses through fake accounts, VPNs, and coordinated abuse schemes that cost brands thousands before detection.
How can Shopify sports brands compete with Nike and adidas loyalty programs?
Shopify Plus sports brands can implement comparable features—points systems, VIP tiers, exclusive access, and advanced Klaviyo integration for segmented campaigns—through modern retention platforms. The advantage for smaller brands is agility: month-to-month contracts, faster implementation, and customization without enterprise complexity. Rivo clients like Ultra Football (Nike partnership) have generated $800K+ in loyalty revenue in under 6 months using this approach, proving that the right platform can help emerging brands punch above their weight class.
