How Nike is using DTC and data to expand its empire

Retail Dive

In 2011, nearly ten years before Nike would announce its Consumer Direct Acceleration strategy to speed up the prioritization of DTC, the company was already focused on growth in that channel. In its annual report that year, Nike wrote that while wholesale made up the largest share of Nike brand revenues, “we continue to see growth in revenue through our Direct to Consumer channels.”

“They’re all doing what Nike’s doing,” Joe Feldman, senior managing director and assistant director of research at Telsey Advisory Group, said. “They’re all trying to segment more. They’re all trying to clean up their vendor partners.”

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