LONDON--(BUSINESS WIRE)--Both sportswear and e-commerce platforms are about to be shaken up. Amazon is set to begin selling Nike shoes and other products directly through a brand registry program in a partnership that has the potential to re-shape both the sportswear industry and how e-commerce is conducted across the world. This is a major move for Nike that will allow them to better compete with other major companies in the North American and global markets, including Adidas and Under Armour. Though neither Amazon nor Nike has released an official statement on this partnership yet, it is already making waves in the market and affecting sportswear retailers worldwide.
In a recent article titled Nike to Become Amazon Partner, Will Allow Direct Sales of Footwear, BizVibe explores the impact that an Amazon-Nike partnership will have on both the e-commerce and sportswear industries.
According to BizVibe, becoming an Amazon partner will help Nike to better regulate and eliminate sales of counterfeit products from unauthorized or third-party vendors. It will also provide Nike with better control over brand representation, and will give the company improved access to key customer segments, including Millennials. This partnership is also expected to help the e-commerce giant, allowing Amazon to strengthen its position in the clothing and apparel industry, and giving it access to Nike's consumer base.
They also note that shares of many North American sportswear companies and retailers dropped quickly following Bloomberg’s announcement of this partnership: Foot Locker Inc. fell roughly 11%; Dick’s Sporting Goods Inc. fell by more than 9%; and Finish Line Inc. fell 5.9% while Nike rose 2% to USD 59.59, and shares of Amazon rose by USD 9.64 to USD 1,002.23.
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