Nike to cut off thousands of online distributors in China, restructure digital footprint

Nike announced plans to significantly restructure its digital distribution network in China, effective starting next year. The sportswear company intends to discontinue relationships with thousands of online retailers currently authorized to sell Nike products, shifting consumer traffic primarily to Nike’s official website and mobile app alongside its flagship storefronts on major Chinese e-commerce platforms including Tmall, JD.com, and Douyin.
Company leadership characterized the initia