After Lidl sneakers with corporate colors, sold out in various countries even with high prices, German group Lidl tries to sell ‘low cost’ Nike garments on its e-commerce site. The line can only be purchased online and includes sweatshirts, t-shirts and swaetpants for men and boys. For Nike the alliance means being able to expand its distribution in the cheaper range at a time when the American group is streamlining its network of distributors, as part of its direct to consumer (D2C) strategy, for which it wants to give the priority to direct sales to the end customer, especially through e-commerce”.
