“The system for us has become about diversification: obtaining the ability to function at scale in each,” said Heaf.
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“Now you have opponents who're killing it, like On, Hoka and Salomon, who've demonstrated which you can nonetheless have an extremely high-conclusion solution with a substantial distribution community.”
The sportswear big is quietly returning to 3rd-party retailers 6 several years soon after it 1st announced a pivot towards immediate channels. But this isn’t a reversal of priorities around it is an evolution of Nike’s distribution strategy, analysts say.
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