Nike's DTC Transition: Balancing Branding and Performance

This chapter explores Nike's shift towards a direct-to-consumer model, focusing on the broader factors influencing this change beyond the COVID-19 pandemic. It highlights the complexities of strategic decision-making in a rapidly evolving retail environment while addressing the challenges of integrating performance marketing with brand creativity. The discussion emphasizes the essential role of human relationships in brand marketing and the potential pitfalls of relying solely on performance metrics in a digital landscape.