Why are Nike and Adidas shifting to direct-to-consumer sales?

Brands are pursuing direct-to-consumer (DTC) sales to gain more control over their brand, collect valuable customer data, and achieve higher profit margins in a digital-first world.

How does the direct-to-consumer model affect Foot Locker?

Foot Locker has struggled as major brands increasingly adopt DTC, leading to less inventory for retailers and forcing Foot Locker to undergo a significant business reset and store closures.

What is Dick's Sporting Goods' strategy with Foot Locker?

Dick's Sporting Goods acquired Foot Locker to create a global platform, leveraging its retail footprint and operational expertise to turn the brand around and expand its market reach.

Home / Business and Economy / Sneaker Giants Go Direct, Retailers Feel the Pinch

Sneaker Giants Go Direct, Retailers Feel the Pinch

29 Nov

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Summary

Major sneaker brands like Nike and Adidas are increasingly selling direct-to-consumer.
This shift significantly impacts traditional retailers, forcing major changes.
Dick's Sporting Goods acquired Foot Locker to navigate these market disruptions.

Sneaker Giants Go Direct, Retailers Feel the Pinch

The sneaker industry has dramatically evolved from a simple wholesale model to a complex direct-to-consumer (DTC) landscape. Manufacturers like Nike and Adidas are increasingly opting to sell exclusive and collectible shoes directly to customers, enhancing brand control and profit margins. This strategic pivot means less inventory is available for traditional retail partners, forcing significant adjustments within the sector.

This shift has created substantial challenges for established retailers. Dick's Sporting Goods recently acquired Foot Locker, viewing the move as a transformative opportunity to build a new retail platform. Foot Locker, under previous management, struggled to adapt to the DTC trend, leading to mismanaged inventory and declining sales, necessitating a comprehensive turnaround plan by Dick's.

Dick's Sporting Goods is now undertaking a significant reset for Foot Locker, which includes liquidating underperforming assets and closing unprofitable stores, with a target completion by the 2026 back-to-school season. While analysts note risks in Dick's turnaround capabilities, they also acknowledge the potential for synergistic savings and leveraging Foot Locker's retail footprint to expand market reach.

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