After cutting ties with half of its retail partners just a few years ago, Nike is shifting back to its wholesale roots.
While the sportswear leader’s focus on direct sales channels helped it amass a sizable digital loyalty program, it wasn’t enough to compensate for the loss of third-party retail customers and the cost of running its own D2C business.
Now, the brand is developing cost-cutting plans, returning to e-commerce marketplaces, and working to grow its NikePlus loyalty program — where members spend significantly more than the average customer.
