Nike Boosts Brand Value by Tightening Control of Distribution

Nike’s Distribution Flex
By slashing its North American retail base by 30%, Nike will boost margins, customer loyalty, and brand value
Kevin LaBuz
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Published inMarker
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5 min read·
Aug 3, 2021
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Photo by Barrett Ward on UnsplashThe day you stop changing is the day you die. Nike built its business off a strong wholesale distribution network. In 2016, this channel accounted for 74% of its sales. In 2017, Nike’s distribution network was over 30,000 strong, ranging…
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Written by Kevin LaBuz
1.7K Followers
·Writer for Marker
Head of IR & Corporate Development at 1stDibs. Previously finance at Etsy, Indeed, and internet equity research at Deutsche Bank. Find me on Twitter @kjlabuz.
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