stratechery by Ben Thompson

Nike on Amazon; Nike’s Disastrous Pivot; Inevitability, Intentionality, and Amazon

Nike executed a disastrous pivot over recent years, away from physical retail to D2C. Now they have no choice but to embrace Amazon, but that might be the best thing that could happen to them.

Jun 3, 2025 - 13:30
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Nike on Amazon; Nike’s Disastrous Pivot; Inevitability, Intentionality, and Amazon
Nike executed a disastrous pivot over recent years, away from physical retail to D2C. Now they have no choice but to embrace Amazon, but that might be the best thing that could happen to them.
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