All the retailers that nike left and then went back
Back in 2020, Nike Made a bold Move: It Begin Cutting ties with a wide range of retail partners as part of its consumer direct Acceleration (CDA) strategy. The Idea was Simple – Sell More Through Nike‘S Own Stoles and Digital Channels, and Less Through What the Company Described As “Undifferentied” wholesale Accounts. Big-Name Retaillers Like Amazon, Zappos, Belk and Dilard’s Suddenly Found Themselves with Access to Nike Product, as the brand Focus on control its narrative and margin.
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But just a few years late, the tides are tourning.
As nike faces increes Pressure to Meet Demand, Manage inventory and Keep Pace with Shutting Consumer Behavior, Its Quietly Rebuilding Relationships with Some Retaillers. The Biggest Headline? Nike is returning to amazon – Do not make coma after the height of its dtc push.
It ‘sign that the swoosh is rebalancing its strategy, acknowledging that wholesale – especilly with the right partners – Still plays a major in how and where to shop.
Nike Is Returning to Amazon AFT A SIX-YEAR HIATUS, RELUNCHING ITS OFFICAL STOREFRONT. The Move Follows Its 2019 Exit, When Nike Left the platform Citting Brand Control Concerns. Now, Amazon Will Block Select Third-Party Sellers Starting July 19 to Prioritize Nike’s Lisings. Alongside the return, nike announed price hikes this month of $ 2– $ 10 on adult apparel and equipment, and $ 5– $ 10 Increas on Most Footwear, Citting Tariff-Relay Pressures. Products Under $ 100, Kids’ Lines, and the Air Force 1 Will Be Exempt. The Strategy Reflects CEO Elliott Hill’s Broader Effort to Protect Margins while Expanding Reach.
2. Designer Shoe Warehouse (DSW)
DSW Was Among A Host of Retaillers Caught in the Crossfire of Nike’s 2021 Retreat from Broad Wholesale. Once a High-Volume Channel for Athletic Footwear, The Chain Lost ASCES Nike Prioritized Tighter Distribution and DTC Growth. At the time, Bill Jordan, President of DSW Parent Company Designer Brands Inc., Said Sales of Nike Products Account for Less than 4% of Revenue In 2019. But in October 2023, The Swoosh Returned to DSW’s Floors – Albeit Under New Terms. The renewed partnership Includes Select Lifestyle and Performance Silhouettes, Avoidable Both in-Store and Online.
3. MACY’S
Once a Mainneins of Nike’s Wholesale Network, MACY’S FOUND ITSELF ON THE OUTS IN 2021 AS Nike Pulled Back from Doses of Traditional Partners in favor of Direct Channels. “Nike’s decision to no longer sell to nine multi-branded wholesale accuctions is posing for nike, as it takes control of it its,” Sushquehanna Financial Group Analyst Sam Poser wrote at the time.
But after a nearly two -ear absence, nike apparel and gear quietly returned to make in Fall 2023-Marking a calculated reversal. Macy’s Began Carrying an Expanded Selection of Nike Products in October 2023, Including Apparel, Plus Size Women’s, Big and Tall Men’s, Kids and Gear, Both online and in “Key Locations Nationwide,” according to CEO Jeff Gene. Nike Products were introded to additional story in 2024.
4. Foot Locker
Nike’s 2022 Shift Toward Selling Directly to Hit Consumers Foot Locker hard. With Nike Products Accounting for More than 60% of It Its Inventory at the Time, The Retailer Was Forced to Scale Projections after Learning It Wauld Receive Fewer Shipments. Shares Fell, and Foot Locker QUICKLY BEGAN CUTTING ITS RELIANCE ON LOCAL Single. That included bringing in reebok through an exclusive deal with authentic brands group, double down on puma, and building up partnerships like lamelo ball.
“Our Journey to Diversify Our Mix of Business and Expand Our Reach as a House of Brands and Banners is ongoing,” THEN-CEO Richard Johnson said at the time.
By the following year, the tide had starts to turn. Under New Ceo Mary Dillon, Foot Locker and Nike Rekindled Their Relationship. Nike returned to rest shelves with a more curated product mix, and the two companies resumed jaint planning effhorts-a sign that, with scaled-back allocations, the connection still weight.
5. Urban Outfitters
In 2021, Nike Discontinued Its Wholesale Relationship with Urban outfitters nor part of a broad strategy to streamline its retail partnerships and focus on direct-to-consumer sales. This decision was part of Nike‘s initiative to reduce it which which is over 50 percent, Aiming to concentrate on 40 Key retail partners and its dtc channels.
Around a year late, nike quietly resumed wholesale with Urban outfitters. In May 2025, Urban Outfitters Launched an Immerses In-Store Experience, “On Rotation,” WHICH The Company Says is Aimed at “Meeting the Evolving Needs of Gen Z and Deliver Community-Driven, Memmorable Retail Experiences.”
6. Zappos
Nike Stopped Shipping Products to Zappos in Late 2020, Part of a Move to Cut Back on the Number of Retaillers It Worked With. The Company was shifting its focus selling through its and website, as well as a tighter group of retail partners. Scrape was Among Several Names Dropped During That Shakeup, Alongside Chains Like Dilard’s and Fred Meyer. At the time, Nike Said it wanted to “Create the Marketplace of the Future,” Focused on Fewer, More Differentiated Partners.
But by Mid-2023, Amid Excess Inventory and Shifting Consumer Demand, Nike Re-Engaged with some of the retailers it has left bee. While not publicly detailed as returns to make or dsw, Reporting from “The Wall Street Journal” and “Business Insider” confirmed that zappos was Among the accuctions receiving product again.
7. Belk
WeNike Nike Implemented Its Consumer Direct Acceleration (CDA) Strategy, Belk was Also on the Chopping Block of Retaillers No Longer Carrying Nike. The 2020 Move Reflect Nike’s Broader Effort to Prioritizes Digital Growth and Own Retail Over What It Called “Undifferentiated” Wholesale Partners.
But by late 2022 and into 2023, that Approach Began to Shift. Analysts, Including Sam Poser, Pointed Out that Nike’s Direct Channels Weren’t Meeting All of the Consumer Demand. AS A Result, nike Started to Send More Product Back Into Wholesale, Especialy to Family and Moderate-Tier Retaillers-A Category that Includes Belk.
WeNike Nike Launched Its Consumer Direct Acceleration (CDA) Strategy, Shoe Show was Among the retail partnerships that ended. The 2020 Pivot Leaned Into Nike‘S Own Storefronts and Digital Platforms, Shedding Wholesale Partners IT Consider Less Integral.
But fast-forward to late 2022, and Things Started to Shift. Analyst Like Sam Poser Notes Nike’s Direct Channels weren’t fully Meeting Consumer Demand. The Brand Begin Realocating Product Back to the Wholesale Side-Especilantly to Moderates and Family-Focused Retilers Like Show Show. In Nike’s December 2022 Earnings Call, CEO John Donahoe Didn’t mince Words: “Wholesale play is a very important part of that. It provides a Very Strong Footprint, Both Physical Footprint As Well As Digital.”
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