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If they want to control the sale of their products, add subscriptions, more customisation or long term loyalty features to the Nike shop. Got to play the long game surely?
I'm not sure what the problem is, don't any number of retail shops resell Nike trainers? If they want to control the sale of their products, add subscriptions, more customisation or long term loyalty features to the Nike shop. Got to play the long game surely?
For me, this is the space that Nike stores and Athlete's Foot at the mall operate. This is a segment of retail where Nike shoes are non-fungible. Not with other brands nor with other models. And a person with Prime membership will wait two days for "the shoe" instead of settling on something else.
That and as a publicly traded company, nobody's bonus is increased by playing the long game. In a few years, everyone in leadership is likely to be working at a different corporation.