Nike: Direct Relationships & Digital Penetration

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In 2017, Nike announced a corporate initiative called “Consumer Direct Offense”. The idea was to invest in their direct-to-consumer capabilities. 

Leveraging the power of digital, Nike will drive growth — by accelerating innovation and product creation, moving even closer to the consumer through Key Cities, and deepening one-to-one connections.

Specifically, Nike outlined a “Triple Double Strategy”

• 2X Innovation: To double the cadence and impact of innovation, the Company will lead with more distinct platforms and scale innovation faster, will edit-to-amplify to give consumers better choices and will create new aesthetics spanning both sport and style;
• 2X Speed: To double speed to market by reducing the average product creation timeline by over 50 percent through investments in end-to-end digital capabilities to serve consumers faster; and
• 2X Direct: To double direct connections with consumers and shape the future of retail led by Nike.com and all new owned and partnered NIKE Consumer Experiences.