Nike has ended a two-year pilot program to sell its shoes and clothing directly on Amazon’s website.
The sportswear giant — which agreed in 2017 to sell its a limited assortment of merchandise to Amazon in exchange for stricter policing of counterfeits and restrictions on unsanctioned sales of its products — confirmed the news in a statement to FN. The move is part of Nike’s push to sell more of its footwear and apparel items directly to consumers.
“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail. We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”
It should be noted, that today, more than 30% of Nike’s annual revenues stem from its direct-to-consumer business.
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