Nike digital driving growth and leverage

Nike has been adamantly pushing its revenues to its own Direct channels and especially in it’s digital channels. This has probably influenced Nike’s revenue growth potential, but given vast amounts of data and leverage.

For the last two quarters, the revenue from the direct channels has been over 40% (42,3% in Q1/2022). Of the two direct channels Digital has ever since the pandemic started been well above 50% of sales.

Digital is already 25% of all Nike revenue.

This share has jumped from 10% three years ago to 25% today. Comparing Nike’s own digital sales to some big fashion apparel retailers, Nike is among the biggest. It is 25% bigger than the online sales from the fashion giant Inditex and only slightly smaller than the pure play fashion online retailer Zalando. That is quite well when taking into account that Nike mainly sells only shoes (footwear is 2/3 of Nike revenue).