Nike’s online sales surged during its first quarter as its direct-to-consumer strategy bore fruit during lockdown.
The sportswear giant posted an 82% spike in digital sales in the three months to August 31, offsetting the loss of revenues from its stores during the pandemic.
Nike did not provide a figure for its bricks-and-mortar sales, but revenues raked in from its stores have slipped amid the coronavirus pandemic, at a time when many of its stores and wholesale partners such as department stores have been forced to close worldwide.
The brand has instead been leveraging its website and app to release limited edition products and drive sales through interactive work-outs and games.
Online sales for the previous quarter were up 75%, a goal that Nike had previously set for 2023, as direct-to-consumer sales represented almost a third of all group revenues.
Nike has previously set out a plan to achieve more than half of its sales through its direct-to-consumer channels, effectively cutting out third-party retail partners such as department stores.
Nike chief executive John Donhoe said: “We know that digital is the new normal. The consumer today is digitally grounded and simply will not revert back.”
Nike reported total revenues of $10.6bn (£8.3bn) for the quarter as many of its markets began to recover.
In North America, revenues rose 18%, with footwear sales rising 11% to nearly $3bn (£2.36bn).
Nike now expects full-year profit and revenues to come in ahead of expectations.
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