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Nike Inc. will put up stores in North America that only sell the Jordan brand as part of its strategy to build its direct-to-consumer (DTC) relationships through stores and digital channels.
According to Matthew Friend, Nike’s chief financial officer, since the onset of the pandemic, they realized how creating the marketplace of the future deepens their connections with consumers, fuel marketplace growth, and expand the profit pool for Nike and our wholesale partner
He added that the test will begin in fiscal 2023, and leverage “a popular consumer experience that has been wildly successful in the Philippines, Korea, and Greater China.
The company is also investing in its Nike NKE stores to grow both the Jordan and women’s business, areas where it sees opportunity.
Nike reported better-than-expected fiscal third-quarter earnings and sales late Monday, though China remains a challenge.
Last month, Foot Locker Inc. FL shares plunged after it revealed a merchandise strategy that includes less Nike gear.
