MANAGEMENT & STRATEGY
Nike's Direct Sales Shrink While Wholesale Grows: Why Owning Customer Touchpoints and Acquiring Customers Are Different
Starting from Nike's fiscal 2026 fourth-quarter wholesale revenue increase and direct sales decrease, this article analyzes why the function of completing customer discovery, comparison, and purchase matters more than merely owning a channel.
Nike's performance report for the fourth quarter of fiscal 2026, released on June 30, 2026, features sales channels moving in opposite directions.…
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