Nike’s long-time chief executive Mark Parker is stepping down early next year, as the sportswear giant shifts strategy to digital and direct-to-consumer.

On 13 January, he will be replaced by board member John Donahoe, who is also a former PayPal executive and a former chief executive of eBay.

Parker will become executive chairman of Nike’s board.

The change follows reports that Nike warned dozens of independent retailers that it would stop supplying them by 2021, as it focuses efforts on its direct-to-consumer division.

Nike has previously stated plans to generate half of sales through its own stores and e-commerce platform in order to increase profit margins and gain more control over its distribution.

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