Nike has joined forces with JD Sports for a social media competition that gives its customers exclusive access to Nike products in exchange for interacting with its online platform.

King of Trainers is a mobile web and Facebook platform. Each month, three Nike footwear products will be released early to customers, but the more they interact with the platform and share their activity with friends, the more points they earn. (For example, they would get 200 points for tweeting about products and 1000 for buying a product). Those with the most points have a chance to be crowned the 'King of Trainers' for their city, receiving exclusive Nike gear, offers and tickets as rewards. And, if they make the top five in the national leader board, they will win a custom-designed pair of King of Trainers Nike Air Max 90; shoes that can't be bought anywhere else.