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Nike is getting serious about shelf space, both physical and digital. The new management team is clearly back in the game, doing what they can to win back customers.
After stepping away from Amazon in 2019 to focus on its own direct channels, Nike is now re-engaging with them and other major partners, signalling a more pragmatic, customer-first approach under CEO Elliot Hill.
On the Nike.com portal, AI-powered search tools are being deployed, including curated experiences with retail partners. The Nike app on smartphones is being tweaked.
The goal is to make it as easy as possible for shoppers to buy Nike, wherever they prefer to shop. In retail speak, they're fighting for the gondola ends. Nike's clearly trying to tighten the laces and sprint back into top form.
