In 2017, which controversial direct-to-consumer strategy did Nike announce that dramatically changed its retail approach and sent shockwaves through the sporting goods industry?

The sporting goods industry has undergone massive transformations in how brands connect with consumers. One of the boldest strategic shifts came when a major athletic wear giant decided to fundamentally change its distribution approach. This decision represented a pivotal moment in sports retail history, reshaping how performance brands approach their go-to-market strategies and customer relationships. Test your knowledge of this industry-defining move!

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The Consumer Direct Offense - reducing wholesale partners from 30,000 to just 40 while heavily investing in Nike-owned stores and digital platforms
The Athlete First Initiative - eliminating all third-party retailers to sell exclusively through Nike.com and Nike retail stores
The Global Access Program - creating membership-only purchasing for all premium Nike products
The Performance Partner Plan - requiring all retailers to dedicate 75% of floor space to Nike products to maintain their partnership