In conclusion, Nike does use wholesalers as part of its distribution strategy. This approach allows Nike to remain competitive, reach more consumers, and keep prices low. Nike distributes products through wholesalers in US and international markets, direct sales, and ecommerce.
Partnership and Sales Focus
Since 2017, Nike has focused on direct sales but is now revisiting wholesale partnerships, like Macy’s. Nike works with various wholesalers worldwide and collaborates with around 40 partners online and offline. In parallel, Nike is rebuilding relationships with retailers, having reduced 50% of wholesale accounts but now expanding partnerships for holidays.
Manufacturing and Ethical Standards
Nike outsources manufacturing to cut costs and does not own factories, instead requiring suppliers to meet strict standards, especially around child labor.
Does Nike Sell Wholesale?
Yes, Nike does use wholesalers, which helps keep prices low and create exclusive products.
Does Nike Use Retailers?
While shifting towards more direct sales through its own shops, websites, stores, and mobile apps, Nike still maintains relationships with retailers and revisits wholesale partnerships.
Sneaker Reselling
Sneaker resellers get shoes online using programs to secure pairs. Nike’s strategy balances its own retail presence with collaborations that service the secondary market.
By concentrating on these strategic elements, Nike aims to maintain its dominant position in the global sports apparel and footwear markets.