What lies behind Nike’s return to a multi-channel strategy?

Nike has recently pivoted away from its “ Consumer Direct Acceleration” strategy in favor of a more multi-channel distribution approach. What does the data say about this shift? We dove into traffic numbers and audience composition metrics to find out. 
Nike’s Strategic Pivot 
In 2020, Nike introduced its “ Consumer Direct Acceleration” strategy that had aimed to expedite the company’s DTC pivot in an effort to regain control of the brand and own the customer relationship directly. But the emphasis on owned channels did not yield the desired results – in fact, the move away from wholesale may have helped smaller sneaker companies take over shelf space and market share from the legacy sportswear brand.