Nike’s direct-to-consumer model: Is it cutting out the middleman?

Nike, a global leader in sportswear, is rewriting the rules of retail with its direct-to-consumer (DTC) strategy. By selling more products through its own channels, such as nike.com, apps, and branded stores, Nike is reducing reliance on traditional third-party retailers. But is this approach truly cutting out the middleman, or is it simply shifting the dynamics of retail? Let’s dive into Nike’s DTC journey, the impact it’s having on the industry, and the challenges that come with it.