• World
  • Columnist
  • Commodities
  • WORLD BUSINESS & ECONOMY
  • Executive Knowledge Series
  • Finance
  • Manufacturing
  • Markets
  • Risk & Governance
  • Small Business
  • Technology, Media & Innovation
  • Comments
  • Business AM WebTV
  • Login

Businessamlive
  • FRONTPAGE
  • FINANCE
    • AllAsset ManagementAuditBankingBondBudgetCapital MarketsC&I LeasingCurrencyDealDebt marketForexFund RaisingFundingGovernmentHedge FundsInsuranceInvestmentInvestorInvestor ServicesMergers & AcquistionsMoney marketTreasury BillsMortgagePensionsPersonal financePonziQuantitative EasingshareTaxationTSAWealth Management
      Finance

      Nigeria, Africa remittances on target as Wari, Lycaremit sign partnership

      January 21, 2021

      Companies

      Total Nigeria, Mixta, Valency, list new CPs on FMDQ platform to enhance financial markets development

      January 19, 2021

      Finance

      Amidst N32.22trn public debt, analysts say Nigeria’s external debt service manageable

      January 19, 2021

      Finance

      Stringent regulations, business environment forced Stanbic IBTC out of BDC business

      January 15, 2021

  • MARKETS
  • ECONOMY
    • AllAfricaAgricAirportsAmericaAsiaAustraliaBreakthroughDealEuropeForeign InvestmentsforexGlobal marketGovernanceIMFMiddle EastNECANigeriaOutlookRich listSouth AfricaSport BusinessTradeU.KWest AfricaWorld Economic forum
      Markets

      Nairobi Stock Exchange pushes expansion plans with more listings in 2021, says CEO

      January 23, 2021

      Africa Investment Forum

      Africa’s $60bn losses in illicit capital flows due to multinationals’ tax avoidance, says AfDB Adesina

      January 22, 2021

      Frontpage

      Covid-19 vaccine: Nigeria, 54 others to benefit from African Union’s 270m doses

      January 21, 2021

      Finance

      Nigeria, Africa remittances on target as Wari, Lycaremit sign partnership

      January 21, 2021

  • COMMODITIES
  • ENERGY
    • AllConferenceElectricityOil and GasPowerRenewable
      Companies

      Appeal Court suspends order against shutting of SEPLAT headoffice

      January 23, 2021

      Frontpage

      OPEC welcomes push for electric vehicles, but says fossil fuel remains strong

      January 21, 2021

      National: Governance, Policy & Politics

      Nigeria ramps up domestic LPG consumption above 1MMT, says PPPRA

      January 20, 2021

      Companies

      TIPP Oil, German lubricant maker, targets 2021 Nigeria launch with eco-friendly scheme  

      January 19, 2021

  • TECHNOLOGY
  • MANUFACTURING
  • ANALYSIS
    • Analyst Insight

      Misconstruing Data Protection Officer function within organisations

      January 25, 2021

      Analyst Insight

      CBN meeting and NSE in focus

      January 18, 2021

      Analyst Insight

      Once again, fiscal stimulus takes centre stage

      January 18, 2021

      Analyst Insight

      Organisations must learn from the WhatsApp story  

      January 18, 2021

Media

Sports gear sales go digital as Nike shun Flushing Meadows opting to sell online

September 2, 20171.1K views0 comments

This year’s U.S. Open is missing a few big names in tennis, including Andy Murray and Serena Williams. It is also missing Nike Inc. at least, the traditional Swoosh store outside Arthur Ashe Stadium.

The world’s largest sportswear maker has vacated its usual spot at the Billie Jean King National Tennis Center in Flushing Meadows, instead choosing to sell tennis gear through its suite of smartphone apps and pop-up locations around New York. It is the latest manifestation of Nike’s goal to sell more of its wares online, as shopping habits change.

For years, Nike has held prime commercial real estate outside Arthur Ashe Stadium, which it used to sell T-shirts, zip-ups and other gear worn by star players Roger Federer, Maria Sharapova and Ms. Williams, among others.

Many sportswear brands like Adidas and Lacoste similarly use Grand Slam events like the U.S. Open to set up sales booths to try to capture the eyes and wallets of tennis fans. Adidas has a store on the site this year, as do event sponsors Wilson and Polo Ralph Lauren

But Nike is forgoing the traditional route this year, instead offering sneaker sales in pop-up locations around Manhattan and Queens, including one for a Federer-themed shoe sold through its SNKRS app. Users can sign up to receive push notifications that certain products are available in a given location.

It was Nike’s decision to opt out of the Open’s traditional vendor spaces this year, said a spokesman for the U.S. Tennis Association. USTA said Nike isn’t an event sponsor but had been a vendor since 1998. Rival Adidas has its own store on the site.

A spokesman for Nike said the company is continuing to talk with the USTA about retailing options for future U.S. Opens.

Earlier this summer, the company said it was aiming to “disrupt the sneaker shopping experience” by offering nontraditional releases in unusual places. The company has been revamping its distribution, including selling directly to Amazon.com Inc., as it battles slowing demand for sneakers and increasing competition from Adidas and Under Armour Inc.

Some fans in attendance this week said they were dismayed to be unable to find Nike’s usual kiosk. “Last year I bought the Rafa sneakers, and they were really good,” said Genner Goes, wearing a Nike hat. “I love Nike so I was a little disappointed.”

While Nike doesn’t disclose sales of tennis products, the company has a long tradition with the sport, and its first pro athlete endorser was 1970s Romanian tennis star Ilie Nastase, according to co-founder Phil Knight’s memoir. The company has also previously used the U.S. Open for surreptitious marketing tactics, bringing Michael Jordan to an evening match at Arthur Ashe Stadium in 2014 to create buzz for a shoe collaboration with Mr. Federer.

Share on Facebook Tweet Email
TagsBillie Jean King National Tennis businessamlive Media and entertainment Nike Sport Business Sports U.S. Open
PreviousGlobal market indices rise on big acquisition announcements, landmark new drug approval
NextHow automation will rescue middle management

Leave a comment

- Cancel reply

MARKET DATA

Market Videos

Recent Posts

  • Will Parler Prevail in Its Antitrust Case Against Amazon?
  • Why Universal Basic Income Should Be President Biden’s Top Priority
  • Safety and customer experience in aviation
  • CBN’s 300,000MT: A drop in ocean of Nigeria’s maize crisis
  • Will 2020 Be Seen as the Year of the SPAC Bubble?

World

Africa

Buhari, Okonjo-Iweala congratulate Adesina over reelection as AfDB President

Europe

EU businesses to cut investments in 2020, says EIB report

America

U.S. increases cost of visa application for Nigerians

Africa

Thatcher-Loving Nigeria Candidate Plans to Overhaul Economy

Africa

AfDB scales up industrialization pace on the continent, delivers improved business access to finance, skills, energy

Frontpage posts

0

Nigeria’s finance minister Adeosun bags UN’s appointment

Frontpage January 14, 2018

1
2

ECOWAS leaders to Adesina: ‘We are behind you’

Frontpage June 11, 2020

3

Buhari formalises African Trade Insurance Agency instrument

Frontpage August 11, 2020

4

NEPC intervenes to tackle quality issues fuelling pared cocoa proceeds, poor global acceptability

Frontpage April 19, 2018

5

COVID-19: We may face worst economic fallout since Great Depression – IMF

Frontpage April 9, 2020

SUPPORT

  • Photo Gallery
  • Help Centre
  • About Us
  • Accessibility

LEGAL & PRIVACY

  • Terms & Conditions
  • Privacy
  • Cookies
  • Copyright

SERVICES

  • Conferences & Events
  • Analysts Research
  • Advertising Rate
  • Ebooks

TOOLS

  • Portfolio
  • Newsletters
  • News feed
  • Currency Converter

SUBSCRIBE

Join us to get latest updates on business related news.

[mc4wp_form id="3076"]
  • ABOUT US
  • CONTACT US
  • CAREERS
  • TERMS & CONDITIONS
  • PRIVACY POLICY
Copyright 2017. All rights reserved. BusinessAMLive. A Businessnewscorp Member Company.