Nike: Going Direct 2017-2024
2026
| Case No.
SM419
| Length
6 pgs.
Describes efforts by Nike, Inc. to build out direct sales to consumers through its own retail and digital channels. Traces the evolution of the Consumer Direct Offense strategy, launched in 2017 under former CEO Mark Parker, and the subsequent Consumer Direct Acceleration strategy initiated by CEO John Donahoe during the COVID-19 pandemic.
Learning Objective
This case is designed to allow students to track the evolution of a central strategic initiative. It allows students to assess the quality of the initial strategy given what was known at the time, the subsequent decisions related to the strategy, and the reasons why the company eventually pulled back from the strategy.
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