America’s most popular shoe is coming back to Amazon.
After a five-year hiatus, Nike shoes, clothing, and accessories are returning to the e-commerce giant.
The athletic brand swiped its products from the platform in 2019, as part of a push to sell more directly to consumers.
The Amazon reboot is Nike’s latest major change as executives try to reinvigorate sales.
Consumer interest has slumped, with sales dropping a staggering 9 percent in March, amid increased running shoe competition.
Hoka, Brooks, and Saucony are all gaining sales in the athletic sneaker industry after spending millions of dollars on branding deals with running clubs and community events.
Nike, which has cut back on small-scale sponsorships, has been shedding market share to the upstart competitors.
To minimize the losses, Nike is reinvesting in its corporate relationships. It has also announced a deal with French department chain Printemps and a pop-up agreement with Urban Outfitters.
But social headwinds persist against its US sales: the company is facing backlash from American conservatives that have criticized its marketing campaigns as ‘woke.’
Nike has gone through a wave of changes as it hopes to recapture market dominance.
In September 2024, the shoemaker announced that Elliot Hill