The sports shoe giant transforms its commercialization policy and encourages direct online purchases.
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NIKE changes its global sales strategy
With the confirmation of not supplying more products to DSW, one of the largest footwear chains in the United States, the leading sports brand, ratifies the decision to break ties with many stores and changes its modality to sell more of its products through its own stores, websites, mobile apps and select retailers. The most direct sales would bring NIKE an increase of more than 50% in profits.
In recent years, the company has significantly reduced the number of traditional retailers it sells to in order to improve its revenues and tighten control over its product presentation. This has hurt some independent sneaker and athletic stores, which rely heavily on selling products from NIKE, the world's largest shoemaker, to attract customers.
