Furthering direct-to-consumer shift
Nike is continuing its push for a more "premium experience" by now removing a percentage its product from Foot Locker locations. The global footwear and apparel chain has been tied at the hip with Nike for decades – a partnership, that included powering Foot Locker's House of Hoops retail locations. With Nike looking to directly reach consumers with more neighborhood brick and mortar locations sprouting up for the Swoosh, the push is now in a full court press.
"This change reflects Nike's accelerated strategic shift to direct-to-consumer and Foot Locker's ongoing brand and category diversification efforts." – Foot Locker CFO Andrew Page (via FTL earning call)
Nike made up 70-percent of Foot Locker's business in 2021 and 75-percent in 2020. To combat this, Foot Locker is looking to spread the wealth amongst other brands to soften the blow, but not exceed 60-percent of the footwear giant's business.
With 2,900 stores worldwide across 28 countries throughout North America, Europe, Asia, Australia and New Zealand, Foot Locker will look to pivot as Nike pivots. Stay with Sole-U for more info on the trickledown effect with additional large retailers.
Update: Nike will not be removing all product from Foot Locker locations, however there will be a shrinking of inventory.