Skip to main content
BoF Logo

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

Case Study | Inside Nike’s Radical Direct-to-Consumer Strategy

How did Nike’s share price hit an all-time high in the middle of a pandemic? The American sportswear giant’s success is rooted in a radical direct-to-consumer strategy built around content, community and customisation, and conceived for a post-internet world where brand connections are everything.
Inside Nike's Radical Direct-to-Consumer Strategy Case Study
Inside Nike's Radical Direct-to-Consumer Strategy Case Study (BoF)
Loading...

In October 2020, in the middle of a global pandemic that had infected 188 countries, causing record sales damage across the retail sector, Nike’s share price hit an all-time high.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Loading...

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON