In summer 2017, Nike made waves with the announcement that it was joining Amazon Brand Registry. This marked the first time Nike would officially wholesale its footwear and apparel products to the global ecommerce platform. In exchange, Amazon would ban any other third-party sellers from selling Nike sneakers or apparel and crack down on counterfeit products. The move represented an interesting calculation: Work with the retailer that some consider a brand-killer in exchange for squashing all of the other merchants selling Nike products on Amazon without the brand’s consent. It was a purely defensive play.

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