Athletic-wear company Nike has made the decision to stop directly selling their clothing and sneakers on Amazon. The decision comes as the company rethinks its retail strategy as a pilot program that began in 2017 comes to an end.
“As part of Nike’s focus on elevating consumer experiences through more direct … relationships, we have made the decision to complete our current pilot with Amazon Retail,” said the company.
The pilot’s goal was to stop counterfeit goods being sold through third parties on Amazon, which was proven unsuccessful. Bloomberg reports that Amazon anticipated the departure by developing a vetted network of third-party Nike sellers.
Amazon has been trying to become a more recognized name in for years now. It has launched more of its own clothing brands, partnered with influencers to sell items and has tried to partner with other big-name brands to sell on its site. Some of those include PVH’s Calvin Klein, J. Crew and Chico’s.