Nike Goes DTC

With Nike reportedly closing several wholesale accounts like department stores Belk, Boscov’s, and Dillard’s, plus online retailer Zappos (following their dropping Amazon Nov’19), we looked at how their shift to Direct-To-Consumer online sales has performed.

With online unique customer growth peaking at 118% in May, and sales peaking in June at 98%, it appears “doubling down on [Nike’s] approach with Nike Digital” – together with the broader shift to online sales due to COVID-19 – has helped double both sales and customer growth.

We will continue to monitor how DTC online spending habits perform longer term, and whether Nike’s remaining wholesale accounts like Dick’s Sporting Goods, Hibbett Sports, and Foot Locker benefit from reduced in-store competition.