Nike Retail Chief on Amazon Split: We Want ‘Premium Experiences’
- Company has announced it will stop selling directly on Amazon
- Foot Locker is the kind of partner Nike wants, executive says
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Nike Inc.’s decision to stop selling directly through Amazon.com Inc. is part of its ongoing push to give customers a more “premium” buying experience, according to the executive in charge of the athletic brand’s retail strategy.
“We want to have great partners as part of that ecosystem, but we want to make sure that those experiences are the most premium experiences that we can possibly provide,” Heidi O’Neill, the Nike president in charge of retail and its direct-to-consumer operations, said on the Bloomberg Business of Sports podcast.