A new four-year strategy is predicated on doubling e-commerce sales, building up an athleisure offering and refocusing on women, among other things.
Nike isn’t the only one betting its future on DTC.
In conjunction with Adidas’ end of year results, the sporting giant announced a four-year plan, dubbed Own the Game, which calls for a shift to a DTC-led model. The company plans for direct to consumer to make up 50% of net sales by 2025, as e-commerce doubles to between 8 billion euros ($9.6 billion as of press time) and 9 billion euros. That’s up from a 30% DTC business in 2019 and 40% in 2020, executives said during a virtual presentation. That includes paring down wholesale partners to focus on strategic partnerships.Retail Dive