Nike Ramps Up Embrace of Wholesale Channel

While previous Nike management turned away from the wholesale channel in favor of DTC, new Nike CEO Elliott Hill is pulling out all the stops to repair – and even expand – wholesale partnerships. It's one of several strategies Nike is implementing in an attempt to turn around the company after another year of disappointing results.
Published: June 27, 2025

Nike is continuing to reengage with the wholesale channel and add even more points of distribution as it works to turn around its business after previous CEO John Donahoe’s failed strategies, which included cutting many retail partners around the world in favor of a DTC-centric business model.

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Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series