Which data-driven retail strategy did Nike implement in 2018 that reduced their wholesale distribution by 50% while dramatically increasing their direct-to-consumer sales?

The sports retail landscape has undergone dramatic shifts in the last decade, with changing consumer preferences, emerging technologies, and evolving marketing strategies. Major athletic brands have had to adapt their retail approaches to stay competitive in this dynamic market. This trivia question explores one of the most significant retail analytics insights that shaped a major sports brand's strategy.

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Consumer Direct Offense - focusing on select strategic partners and owned channels while cutting ties with thousands of smaller retailers
Total Market Saturation - expanding to over 10,000 new retail partners to maximize visibility across all consumer segments
Digital Exclusivity Model - moving 75% of their product catalog to online-only availability to drive e-commerce growth
Flagship Experience Initiative - closing small retail partnerships to open 100 new Nike-owned megastores in key global markets