[sometimes_all]

> Donahoe accelerated the direct-to-consumer transition, terminating hundreds of wholesale accounts

I'd love to know the reasoning behind this transition. When I want to buy some shoes, I'd like to go to a physical store, and I _usually_ am not going to look for a specific brand, unless I'm a big fan of a sportsperson who endorses Nike and maybe they've started a product line with them. I'm going to see, compare with other shoes and make a decision. D2C is not going to work in such a flow?

If my shoes are not there with other shoes, then I might as well not exist, because I'm not even considered during the comparison phase of shopping.

But this is just me, I don't know how most people shop for shoes and would like to understand more.

[nradov]

Athletes go through shoes pretty quickly. If you had a pair of Nike shoes for your sport and liked them but they're worn out then you'll probably buy the same ones online again.

[sometimes_all]

I see. I was thinking more on the general low-athletic consumer side of things. Thanks for the explanation.

[shantara]

I’m not a professional athlete, but I run and walk recreationally daily for at least a couple of hours. A pair of shoes lasts me about 9-12 months on average. I used to be very picky about my shoes trying dozens of models in store before finding the one that fit me perfectly. But once I found the match, I’ve started buying the exact same model again online at the discount websites, currently on my 4th pair.

[OptionOfT]

I go through a pair of Merrell Moabs every 4-5 months, slightly less now that my hip is causing me to have to reduce my walking.

I do feel that the Moabs went downhill going from 2 -> 3.

[lotsofpulp]

I buy shoes online because the color/size I want is likelier to be in stock. And it will usually be cheaper, with free returns.