Nike Extending E-Commerce ‘Pilot’ With Amazon, ‘Bullish on Where This Can Go’

Nike’s e-commerce “footprint” continues to “scale to hundreds of millions” of online shoppers through new partnerships, CEO Mark Parker said on a Thursday earnings call. Nike’s strategy is to partner with “platforms that advance our brand,” he said. This spring in the U.S., Nike will launch a “pilot” with Stitch Fix, the online personal styling service, to bring “personalized women’s product to their expansive audience,” he said. Nike also is “extending” its “small” e-commerce pilot with Amazon because “it’s going well, and we remain focused on learning and elevating the consumer experience,” he said. Through Amazon, “we’ve seen good sell-through on the limited selection of products that we have offered,” he said. Parker sees “a great opportunity between Nike and Amazon to serve the consumer in ways that are mutually beneficial,” he said. He’s “bullish on where this can go from here,” he said. “The important part is that we advance the brand through better presentation,” he said. The “sharing of data” through the pilot also will help Nike “better serve consumers,” he said. “I think that’s really what we’re driving for behind the Amazon relationship.” Parker also met a few weeks ago with Alibaba CEO Daniel Zhang, and “we’re incorporating our brands on their platforms in ways that benefit both companies,” he said. “That’s the real opportunity we see with Amazon as well as we move forward. We’re learning a lot, and we’re bullish on our ability to extend that relationship, and continue to grow.”