By  on November 21, 2019

Nike’s decision last week not to sell directly to Amazon sent shockwaves through the market. The move, part of Nike’s reimagining of its retail strategy, followed a two-year pilot program with the brand serving as a wholesaler to the online giant.

Analysts said the departure is part of a larger shift where direct-to-consumer brands are rethinking their business models and looking for ways to better engage with shoppers — online and with physical stores and activations. Some observers expect more brands to follow Nike’s lead.

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