In the financial year of 2023, NIKE Direct accounted for approximately 43.6 percent of Nike's total brand revenue. This means that for every 100 dollars made by the brand globally, over 43 dollars were generated from the company's direct-to-consumer (D2C) segment. The D2C channel has been growing consistently over the past decade. In the year ended May 31, 2024, sales through NIKE Direct reached over 21 billion U.S. dollars.
Nike's direct-to-consumer (D2C) sales as share of total brand revenue worldwide from the fiscal years of 2019 to 2024
* The D2C revenue share was calculated by Statista based on the "sales through Nike Direct" and the "total Nike brand revenues" provided by the source (excluding Converse and corporate revenue). Nike Direct includes Nike-owned retail stores and digital platforms.
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Nike. (July 25, 2024). Nike's direct-to-consumer (D2C) sales as share of total brand revenue worldwide from the fiscal years of 2019 to 2024 [Graph]. In Statista. Retrieved February 11, 2025, from https://www.statista.com/statistics/1278371/nike-direct-to-consumer-revenue-share-worldwide/?__sso_cookie_checker=failed
Nike. "Nike's direct-to-consumer (D2C) sales as share of total brand revenue worldwide from the fiscal years of 2019 to 2024." Chart. July 25, 2024. Statista. Accessed February 11, 2025. https://www.statista.com/statistics/1278371/nike-direct-to-consumer-revenue-share-worldwide/?__sso_cookie_checker=failed
Nike. (2024). Nike's direct-to-consumer (D2C) sales as share of total brand revenue worldwide from the fiscal years of 2019 to 2024. Statista. Statista Inc.. Accessed: February 11, 2025. https://www.statista.com/statistics/1278371/nike-direct-to-consumer-revenue-share-worldwide/?__sso_cookie_checker=failed
Nike. "Nike's Direct-to-consumer (D2c) Sales as Share of Total Brand Revenue Worldwide from The Fiscal Years of 2019 to 2024." Statista, Statista Inc., 25 Jul 2024, https://www.statista.com/statistics/1278371/nike-direct-to-consumer-revenue-share-worldwide/?__sso_cookie_checker=failed
Nike, Nike's direct-to-consumer (D2C) sales as share of total brand revenue worldwide from the fiscal years of 2019 to 2024 Statista, https://www.statista.com/statistics/1278371/nike-direct-to-consumer-revenue-share-worldwide/?__sso_cookie_checker=failed (last visited February 11, 2025)
Nike's direct-to-consumer (D2C) sales as share of total brand revenue worldwide from the fiscal years of 2019 to 2024 [Graph], Nike, July 25, 2024. [Online]. Available: https://www.statista.com/statistics/1278371/nike-direct-to-consumer-revenue-share-worldwide/?__sso_cookie_checker=failed