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by Susan Gonzalez on October 21, 2024
Nike’s recent shift from a direct-to-consumer (DTC) focus back to wholesale partnerships is a stark reminder of a critical truth: focusing on just one channel is the dumbest move you can make when you’re Nike.
Footwear giants like Nike should know that what got you here won’t get you there.
Don’t Be an Idiot: Customer Experience Is Everything
Here’s the deal: if you limit your customer experience to one channel, you’re losing. Consumers want to interact with your brand in multiple ways—whether that’s in-store, online, or through a retailer.
They’re not thinking, "I’ll only buy from their website." They’re looking for the most convenient way to experience your brand. And if you don’t give them that option, they’ll go somewhere else.
Think of it this way: imagine your favorite coffee shop only sold beans but made you go somewhere else to get milk.
Ridiculous, right? It’s the same with brands. If you make it hard for customers to interact with your brand where they are—whether that’s in a store, online, or through a retailer—you’re losing them.
This is what Nike forgot.
Breaking Down Where Nike Went Wrong
Nike’s Consumer Direct Acceleration (CDA) strategy, which began in 2020, was all about zeroing in on digital and DTC channels. They pulled out of wholesale doors, focusing on driving digital business.
Fast forward to 2024, specifically the last couple of months, Nike is rekindling its wholesale partnerships with retailers like DSW, Macy’s, and Foot Locker.
As I mentioned at the start, Nike simply cannot focus on one channel.
Why? Because omnichannel isn’t just a buzzword—it’s a requirement.
Customers expect a seamless experience across all touchpoints, whether it’s online, in-store, or through a retailer. By pulling back on wholesale, Nike missed out on a huge connection with retail partners who are your everyday brand ambassadors—those employees at Foot Locker and Macy’s who talk to customers all day long.
Wedbush analyst Tom Nikic said it perfectly: “The decision to sacrifice their wholesale partners to drive greater digital business has created some issues for Nike, particularly on the competitive side.”
Brands like Hoka and On have outpaced Nike in the running category because they didn’t neglect their wholesale partners.
Imagine walking into a Foot Locker where every employee is wearing and talking about Nike.
That’s brand power you can’t replicate with an app or your DTC website. If you eliminate that kind of hands-on experience, you lose a critical channel for customer engagement.
By re-entering wholesale, Nike is correcting that mistake, but it’s a lesson they should never have had to re-learn. The customer experience is about every interaction, not just the revenue.
Breaking Down How Tecovas is Making the Right Moves
On the flip side, cowboy boot brand Tecovas is making all the right moves. Tecovas has been steadily growing its retail footprint and is now entering the wholesale market—but they’re smartly doing it.
They’re not rushing into every boot store. Instead, they’re being selective about their partners, choosing retailers who can enhance their brand.
Lafitte, CEO of Tecovas, explains this thought process: “Wholesale could make up about 25% to 30% of its business within the next few years. That might vary based on category — while Tecovas’ own stores revolve more around its lifestyle product, other retailers may be able to move more of the ranch-style boots.”
For Tecovas, this is about getting their product into new markets through strategic partnerships, not just pushing boots through every available channel.
This strategy isn’t just about more sales—it’s about expanding the brand’s reputation.
A brand isn’t just a product you buy; it’s an experience you can touch, see, and feel. When a customer walks into a store that stocks Tecovas, they get the full brand experience. That’s a feeling you can’t replicate online.
Wholesale is about more than just distribution—it’s about partnerships. Tecovas understands that by carefully choosing the right retail partners, they’re building a network of brand ambassadors who will share their story.
In its initial rollout into wholesale, it’ll partner with nine retailers that specialize in western wear, spanning 36 locations.
Partnerships Are More Than Sales Channels
Nike and Tecovas both show us that wholesale isn’t just about moving products. It’s about building relationships. Every store that carries your product becomes an extension of your team, another ambassador for your brand.
That’s the magic of wholesale—you're partnering with retailers, not just pushing products through them.
When big players like Nike neglect wholesale, it creates opportunities for smaller, fast-growing brands, like Hoka and On, to leap ahead by offering a more complete experience.
Think of wholesale as a partnership—not just another sales channel. It’s a chance for retailers to choose your product, represent your brand, and share it with their loyal customers. As Tecovas shows, you can go far when you partner with the right people.
Don’t Limit, Enhance
Nike is backtracking because they learned a hard lesson: limiting your channels is a recipe for losing customers. Tecovas, meanwhile, is proving that when you expand through thoughtful partnerships, you build a lasting brand reputation.
Omnichannel isn’t just a trend—it’s a requirement. Don’t ever limit your customer experience. Enhance it, grow it, and build it across every channel where your customer lives. Because in the end, if you want to go fast, go alone. But if you want to go far, go together.
P.S. If you liked this—get to know more about how we partner with brands and retailers at RepSpark. We’re talking about a unified system that brings the best value to your customers through your sales reps, operations, and retailers, all in one B2B wholesale platform. It’s the future of wholesale done right, giving you the tools to streamline and scale without ever compromising on customer experience. Let’s build something great together.
