Nike is pulling its products out of Amazon after two years of selling through the online retail giant’s marketplace.
Both companies forged a partnership back in 2017 to protect the footwear giant’s business from the predominance of counterfeit products.
The shoe giant said it is currently focused on its direct-to-consumer strategy through its own retail stores and website.
“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail. We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”
The company’s decision comes a month after it sent out a letter to dozens of independent retailers, warning them that it will stop supplying them by 2021. In the letter, Nike said the way many retailers stock its products was no longer aligned with the company’s distribution strategy.
A Reorganization at Nike’s Headquarters
Aside from strengthening its eCommerce platform, which is evident in Nike’s recent acquisition of AI startup Celect, the company is also busy reorganizing employees in key positions.
The board of directors announced less than a month ago that Mark Parker, Nike’s chief executive officer, will be replaced by John Donahoe and become executive chairman starting next year.
Parker will continue to lead the board and work with Donahoe, eBay’s former president and CEO.
What do you think of Nike’s extensive revamp in sales tactics?
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