As of May 2020, Nike has been able to achieve a maximum number of its sales and a large portion of its revenue generation from selling products to its consumers directly. This means that there has been no intermediary hand in between Nike's sales and large revenue generation.
The direct-to-consumer sales have been increasing for Nike every year in the last few years. The total increase in sales has been by 12%. Another significant factor in Nike's sales boost is the number of online shopping, which has increased for Nike's products by 82 %.
Nike has been cutting off more of the middle man from its business model and has been replanning to sell to consumers directly. Since the last ten years, these direct sales have been twice for Nike, which were merely at 15 per cent at the beginning of the decade. For more information on Nike's direct-to-consumer sales in the last decade from 2010 to 2020, have a look at the infographic below.
Infographic by: Statista