Nike is reportedly ending its relationships with several retailers as the brand focuses on its own digital channels. As Nike’s direct-to-consumer platforms grow, it will look to move away from its ties with Zappos, Dillard’s, and other retailers making up a collection of approximately 1,000 stores.
With Nike-branded clothing and shoes not hitting those shelves, it could boost stores the brand remains in, like Dick’s Sporting Goods, Shoe Carnival and Famous Footwear. The move to focus more on its own channels stems from an announced digital shift in June.
Approximately 30%, or $5.5 billion, of Nike’s revenue in the last reported quarter came from digital sales. It now aims to hit 50%.
Adidas is also pushing further with its own channels, launching a new app called CONFIRMED. Users of the app will be able to purchase exclusive products, as well as access unique content and “elevated storytelling.”