Nike and Adidas Shift to Direct-to-Consumer Sales, Leaving Retailers Behind

Sneaker manufacturers like Nike and Adidas are shifting towards a direct-to-consumer (DTC) model to sell exclusive and collectible shoes, with a goal of generating half of their total net sales through DTC by 2025. This move has led to a decline in sales through traditional retail channels, with DTC accounting for 35% of Nike's revenue in 2020 and expected to reach $50 billion in 2022.