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    HomeFashionAll the Retailers That Nike Left and Then Went Back

    All the Retailers That Nike Left and Then Went Back

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    Back in 2020, Nike made a bold move: it began cutting ties with a wide range of retail partners as part of its Consumer Direct Acceleration (CDA) strategy. The idea was simple — sell more through Nike’s own stores and digital channels, and less through what the company described as “undifferentiated” wholesale accounts. Big-name retailers like Amazon, Zappos, Belk and Dillard’s suddenly found themselves without access to Nike product, as the brand focused on controlling its own narrative and margins. 

    But just a few years later, the tides are turning.

    As Nike faces increased pressure to meet demand, manage inventory and keep pace with shifting consumer behavior, it’s quietly rebuilding relationships with some of those same retailers. The biggest headline? Nike is returning to Amazon — a move that comes after the height of its DTC push.

    It’s a sign that the Swoosh is rebalancing its strategy, acknowledging that wholesale — especially with the right partners — still plays a major role in how and where customers want to shop.



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