Last Wednesday sportswear giant Nike confirmed it would be ending its two-year pilot with ecommerce monolith Amazon. Instead, the sportswear brand said it would be focusing more on selling direct to consumers.

It said: “As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail.

“We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”