Shares of Nike (NYSE:NKE) have rebounded since the lows in March, currently up 5% year to date. At one point, the stock had lost more than a third of its value, but the reopening of stores and optimism about a comeback next year has investors feeling much better about Nike's business. 

While near-term pressures on the consumer will likely weigh on revenue growth, Nike is centering its business around digital channels to position for growth beyond the crisis.

Nike logo

Image source: Nike.

Digital sales are exploding 

Nike gained 25 million new members through its suite of apps and during the last quarter. Half of those members came through Nike's activity apps, such as Nike Training Club and Nike Running Club. 

Nike's investment in these apps and its membership program has been about building a closer connection with the consumer, which paid off with e-commerce sales accelerating to 75% growth year over year in the fiscal fourth quarter.

"Consumers want modern, seamless experiences, online-to-offline, so we're accelerating our approach," CEO John Donahoe said during the fiscal fourth quarter conference call. 

After robust digital sales growth, which now comprises nearly a third of Nike's business, management sees owned and partner digital sales reaching half of total revenue in the foreseeable future. 

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.