Blog 14: Nike Mercuial Marketing Channels and Retailing

Nike Marketing Channel and Retailing - Marcus Folkes 

Nike, Inc. – Direct to Consumer In discussing its Direct to Consumer business, the Company outlined plans to open approximately 250-300 new Nike branded stores worldwide over the next five years to elevate the consumer experience and position the brand in the world’s premium shopping locations, as well as drive accelerated growth in digital commerce, leveraging the explosive growth of NikeiD. Given these efforts, Nike, Inc. expects mid-teens growth in its Direct to Consumer Business which should contribute an additional $2.2-2.6 billion by 2015.

Also highlighted was an increased focus on working with retail partners to create more elevated and differentiated consumer experiences including execution of category-segmented concepts within key markets. Nike’s wholesale business model is expected to continue to be the primary driver of long-term growth, with retail partners still expected to account for more than 80 percent of the Company’s overall business by 2015.




To build and strengthen its global retail presence, Nike, Inc. announced plans to invest $500-600 million in capital over the next five years to develop the Direct to Consumer business and build capabilities to support both owned and wholesale retail productivity and performance.