Nike’s acceleration in its direct-to-consumer business has come at the cost of its partnered retailers, which the brand has been culling for years now.

“Over the past four years, North America has reduced the number of wholesale accounts by roughly 50 percent,” Friend said, “while delivering strong growth and recapturing consumer demand through Nike direct and our strategic wholesale partners.”

Nike warned in 2017 that it had plans to be more selective about wholesale accounts carrying its product, with then-brand president Trevor Edwards saying at an investor day meeting that “​​undifferentiated mediocre retail won’t survive.” Since then, reports of longstanding mom and pop shops losing their Nike accounts have been a regularity.