Is NIKE Struggling to Balance Direct-to-Consumer Strategy and Scale?

Key Takeaways NIKE's direct-to-consumer strategy delivered early gains but revealed scale challenges as demand softened.Heavy digital promotions pressured margins and brand image, while wholesale pullbacks reduced market presence.Management is repositioning NIKE Digital and reinvesting in wholesale to restore balance despite volatility.NIKE Inc.’s (NKE) push into direct-to-consumer (DTC) was designed to unlock higher margins, richer consumer data and tighter control over brand storytelling. For several year ...