For decades, Nike shoes and sports gear was synonymous with the world of running. If you went into any dedicated running store then Nike would certainly be one of their main offerings.
About a decade or so ago, Nike started selling directly to the consumer. It just seemed strange at the time that retailers were buying product directly off Nike while at the same time trying to compete with them online.
Nike then tried to cut out the retailers and sell directly to consumers. The problem though was that a lot of people liked seeing and trying out new shoes and gear in person before they bought it and Nike sales suffered as a result.
In the video below titled 'The rise and fall of Nike', YouTuber Michael Girdley looks at how it happened.
Video description... "What happened to Nike? This business breakdown explores the rise and fall of Nike, how the world's biggest sportswear brand built its dominance, and why a direct-to-consumer strategy helped trigger one of the biggest self-inflicted declines in modern retail. If you've been wondering why is Nike bad now, why Nike quality decline has become part of the conversation, or why Nike lost momentum with customers and retailers, this video breaks it down."
Video below...
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