Nike's growth evolved from an opportunistic approach to a strategic, consumer-centric model emphasizing direct-to-consumer (DTC) channels and digital innovation. Former Nike executives Christiana Shi and Stuart Hogue highlight how Nike's transition included transforming its supply chain, enhancing digital platforms, and integrating consumer data for personalized service. The shift to DTC required continuous investments in technology and adaptability, positioning Nike as an industry leader in customer engagement and sustainability. Their strategy included pruning non-core operations to prioritize key segments and embracing sustainability as a top consumer demand.

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