Nike threatens to cut supply of limited-edition trainers

Nike has told retailers that it will restrict the supply of limited-edition trainers in stores if they don’t stop staff offering them to resellers, according to a report by The Times.

The sportswear brand apparently warned retail partners that they could be hit with “supply curtailment” over trainers ending up in the hands of people who sell them on for profit, the newspaper said.

The company controls the supply of limited-edition products through its product launches, called ‘drops,’ which attract crowds to stores and see increased traffic on its online platform.

Last Monday, as non-essential stores reopened for the first time in months, retailers selling Nike stock saw crowds flocking outside stores to get hold of the latest Nike Air Jordan 1s.

Nike reported revenues of $10.4 billion in its latest financial results covering the third quarter ended 28 February 2021. This represents a 3 per cent increase year-on-year.

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