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Nike and Adidas Shift to Direct-to-Consumer Sales, Leaving Retailers Behind
ByAinvest
Saturday, Nov 29, 2025 11:17 pm ET1min read
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.
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