Opening up new paths, Nike and Dick's Sporting Goods strengthen brand building

According to the traffic company's latest report, as of March 2021, foot traffic has largely recovered and exceeded 20219 levels (due to the impact of the pandemic on 2020 data, comparing 2019 numbers may provide a more accurate accounting, the company noted).

The report shows that both companies have survived the vortex of the new crown epidemic and even thrived in some aspects. They are looking for new ways to further increase their engagement and visitation. For Nike, this means pursuing a more direct model. For Dick's, it means using some space in its large stores to experiment.

The report states that Nike is cutting wholesale partnerships and choosing to sell products directly to consumers. According to Placer.ai, Nike has terminated its partnerships with Macy's, Urban Outfitters, and DSW, which could attract more shoppers to Nike's online and offline stores in the long run and directly generate revenue for the brand.

Ethan Chernofsky, vice president of marketing at Placer.ai, said the move further reinforces the brand’s offline expansion plans, while also hinting at a growing number of similarly oriented companies looking to more fully own the brand experience.

Dick’s, for its part, is trying some new things in its stores, including “more immersive, exciting experiences.” (The retailer recently opened experiential in-store football shops at 34 locations.) Given that Dick’s has been doing well with its athleisure and at-home fitness selections post-Covid, that could draw more foot traffic into the store.

Chernovsky said Dick ’s entry into the experiential space is equally interesting because it represents a brand that recognizes the superiority and status that comes with being in the sports, home fitness and exercise categories.

The push to create more immersive and exciting experiences offers a vision for the brand, which hopes to retain its role as one of the key retailers in the space — especially as more sportswear brands turn to owned retail strategies.

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Dick's Sporting Goods

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