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N
ike made waves earlier this fall when the athletic giant announced at an Investor Day
meeting at its Beaverton, OR, headquarters that it would be tightly focusing its retail
strategy. Where today the firm sells through 30,000 different global retailers who rep-
resent 110,000 doors, going forward Nike will concentrate on 40 key retail partners.
(Of course, Nike isn't planning to only be stocked in 40 accounts, but it will be focus-
ing its efforts and investment and the loss of support could be critical for a number of
the remaining thousands of stores). The brand will also be continuing to push its own
Nike.com site, with as much as one-third of its future offering exclusive to the site and exclusive
to Nike members.
While Nike's focus on growing its direct-to-consumer business and streamlining its account base
NIKETALKS
Retailers and
Market Watchers
Sound Off on
the Swoosh's
Plans to Do More
Business Through
Fewer Doors.
By Jennifer Ernst Beaudry
Nike CEO Mark Parker
discussing the brand's plans.
