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Nike Makes Moves To Be Less Dependent On Retailers With ‘Self-Tying Sneakers’

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Nike self-tying shoe

Nike will soon find out whether its investment into technology, software and shoes included, will pay off as the firm brings its $720 “self-tying sneaker” to market.

But these kicks won’t be available in the usual places—instead of partnering with retailers, this shoe will only be available online through the firm’s Nike+ app, the Wall Street Journal reports. The move tests the waters to see to what extent Nike can loosen its reliance on retailers, and instead get consumers to buy products directly via its online marketplace.

Experts say sporting goods retailers should be worried by Nike’s clear desire to move away from retailers, especially considering Nike product sales account for 20% and 72% of merchandise purchased from Dick’s Sporting Goods and Footlocker, respectively. [WSJ]