![]() Performance brands are trying to become more stylish by paying attention to color and design. By ignoring these intermediary retail influencers, it is also shortchanging the ultimate influencers for its brands, the consumers that sport the NIKE “swosh” on their feet.Ī structural change that the sports retail industry is undergoing is the growing split between the serious athletic world driven by performance needs and the style-centric market looking for performance along with style. As Seeking Alpha analyst Jozef Bystricky has noted in his reporting on Dick’s and Foot Locker, “The sports retail industry is undergoing a massive structural change.” In overlooking its network of independent retailers, NIKE is missing a big opportunity to influence serious and not-so–serious athletes in their shoe selection. What’s missing in the plan is the role of NIKE’s other wholesale partners: the independent running and sporting goods stores. “It’s about leveraging the power of our brand, continuing to tell powerful stories that lift up the NIKE Brand, and then using that brand strength to drive deeper relationships with consumers as we connect more personally and more directly.” ![]() “While we expect to see continued shifts in the broader U.S marketplace, the solutions are clear,” Edwards said. For that, NIKE is depending on its major retail partners, DICK’s and Foot Locker, and even more on its NIKE Direct initiative including and its 200+ NIKE stores. Such product-focused initiatives are all well and good, but NIKE’s success will be measured in how effectively it can get those products into the shopping bags of its U.S. “Ultimate, we are confident that with this complete offense, we will fuel the game of basketball globally,” said Trevor Edwards, president of NIKE Brand, in company’s earnings conference call.Īs it works to regain its old magic on the court, NIKE is also innovating in the running shoe segment with premium priced Air VaporMax and targeting the growing women’s sportswear category with more stylish offerings. In response, NIKE plans to continue working its affinity with the NBA, as it reports its partnership “is now in full force,” with more performance-based sneakers, such as the KYRIE 3 and Jordan brand, and an expansion of new basketball-themed apparel offerings, like the Thermal Flex Showtime jacket.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |