Israeli stores are furious after Nike, the world’s largest sports goods company, said on Sunday that it will no longer cooperate with them to distribute its products. According to Nike, the measure will take effect on May 31, 2022.
As one of the most well-known sports companies in the world and Israel, the loss of those sales would have a massive effect on hundreds of local sporting goods stores.
“Following a comprehensive review performed by the company and considering the changing marketplace, it has been decided that the progression of the business relationship between you and the company does no longer match the company’s policy and goals,” Nike wrote in a letter to store owners on Sunday.
The decision is in keeping with Nike’s overall strategy of reducing the number of stores it works with, preferring to direct people to its online and company-owned locations to buy its shoes, apparel, and gear.
Nike thinks that by controlling the whole sales process, it can make substantially larger revenues and keep control over its premium product experience. In 2019, the brand also terminated its collaboration with Amazon.
