Which major sports brand was the first to announce a significant strategic shift away from wholesale partners to focus primarily on direct-to-consumer (DTC) sales channels?

The sports retail landscape has transformed dramatically in recent years, with direct-to-consumer strategies reshaping how major athletic brands connect with consumers. This shift has implications for traditional sporting goods retailers, e-commerce platforms, and the overall customer journey. Test your knowledge about how major sports brands have evolved their retail strategies in the digital age.

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Nike (with their 'Consumer Direct Acceleration' strategy announced in 2020)
Adidas (with their 'Own the Game' initiative launched in 2019)
Under Armour (with their 'Direct Connection' program started in 2018)
Puma (with their 'Forever Faster' direct sales approach from 2021)