Nike’s direct-to-consumer model ‘isn’t what it’s cracked up to be’

// Nike is starting to feel the limitations of its new direct-to-consumer (DTC) model, with analysts claiming that “DTC isn’t all it’s cracked up to be.”

// The sportswear giant has been switching to a more DTC model after four years of cutting the accounts of its retail partners and accelerating its direct sales.

According to the company, it is now entering the ‘next phase’ of it is business plan, despite concerns that the limitations of selling DTC are starting to have an impact.

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