Why Nike Abandoned Amazon

Does it seem strange to you that Nike decided to abandon Amazon? It didn’t just do that! The legendary John Donahoe, Nike’s Chief Executive Officer, made it known through his spokesman that “Nike intends to improve the consumer experience through a more direct and personal approach”. Translation: on Amazon we’re just part of a crowd, we have our own brand, we make our own shoes, we sell them. End of story.

We always come back to this, we’ve been championing this cause for YEARS, but few understand it: whatever brand/product/service you have, if you produce it you must sell it yourself! It’s not a rule that applies only to the footwear world, but to any sector. Sure, in the short term Amazon gives you incredible visibility and everything seems to go smoothly, but in the long term it’s a disaster because (in fact) Amazon strengthens its brand thanks to your products.