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Probably went something like - we need infinite growth to appease the stock market morons - we can’t raise prices any more for our shoes - what if we cut out the middlemen retail stores and disintermediated to save money - we will be digital native, COVID is here, the world is digital - RIP.

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Also, ironically, the pitch was supposed to be a win win: If we cut out the middleman and stop spending so much on sponsoring athletes and sports, we can pass those savings on to customers, bringing us more sales at lower cost to consumers and higher margin for us because our cost structure is lower.

Turns out people don't always want lower-priced products.

> we can pass those savings on to customers

Did they ever say that? I have trouble imagining any exec at Nike plan for passing savings onto consumers.

They said/did that when the ran sales every two weeks.

Large players always do that, see Walmart, Amazon, etc.

"Your margin is my opportunity" etc etc

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