Nike is closing nine of its wholesale accounts as it aims to prioritize its direct-to-consumer (DTC) channels and continue its transformation into a digital-first company. This is part of Nike's Consumer Direct Offense strategy, introduced in 2017, where it aims to strengthen its digital offerings and double down on DTC channels at the expense of existing wholesale accounts.
- Nike is closing accounts with Zappos, Bob's Stores, Boscov’s, Belk, Dillard's, Fred Meyer, EbLens, BIM, and City Blue. In Nov. 2019, Nike ended its partnership with Amazon.
- For now, Nike will continue its relationships with strategic partners that share its vision, such as Dick Sporting Goods and Foot Locker.
- Nike plans on opening 200 smaller digitally-enabled stores across North America, Europe, the Middle East, and Africa.
- Nike recently announced changes in leadership and said it would let go of 500 employees at its headquarters in Oregon.
- In FY 2018, Nike aimed to have 30% digital penetration by 2023. In its Q4 earnings call in June, Nike announced it will hit that goal by 2021 and is now aiming for 50% by 2023.