Nike is thinking less is more

If you have not read this yet, do have a read. Nike has a new vision for retail and is placing a heavy emphasis on direct-to-consumer channels through Nike.com and its own retail stores. To amplify sales through its wholesale distribution channels, Nike has identified only 40 retail partners, both online e-commerce players and physical retailers, that offer the best access to the customers it targets and who can deliver best-practices customer experience for the brand.