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Agenda-setting intelligence, analysis and advice for the global fashion community.

What a Winning Strategy Looks Like in Today’s Sneaker Market

The latest financial results from Nike and On reveal how the two brands are outpacing rivals with a focus on performance-driven products and discipline in their direct channels.
Nike, DTC, earnings
Some analysts say that Nike will have to dial back its direct-to-consumer strategy and refocus on its wholesale business to safeguard long-term growth. (Nike)

In the world of sneakers, there is a growing gap between the strong brands and the weak ones.

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Further Reading

Adidas’ Plans for Yeezy: What We Know

The German sportswear giant hinted it could try to sell already produced sneakers from the collaboration, but predicted its first annual loss in over three decades.

About the authors
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

In This Article

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