Nike has been exposed to make a major move in its distribution channels: cutting off authorization for online dealers and only retaining official flagship stores.

Recently, several users posted on social media claiming that starting from January 1, 2027, Nike will cancel the authorization of online first-tier distributors, and distributors will not have the right to sell Nike products on any online platforms. The only channel for consumers to purchase Nike products will be through Nike's official flagship stores. A second-tier distributor who has been representing Nike for almost ten years told Economic Observer that, according to his knowledge, Nike has already had one-on-one communication with large first-tier distributors, and the first-tier distributors are aware of this. The first-tier Nike distributor he works with recently informed him of this news, saying that the situation is not very clear at the moment, and they will have to wait and see how it will be implemented. Another insider close to Nike's distributors told Economic Observer that, according to his knowledge, large distributors including Topsports, Shengdao, and Rui Li have already been informed that Nike intends to cancel online distribution authorization in 2027. For Nike, canceling the authorization of online first-tier distributors will have a significant impact on its sales. Several Nike distributors and insiders told Economic Observer that Nike's purpose for this move is to "control pricing." In response to the rumors about Nike's online policy adjustments, reporters contacted Nike and Topsports, one of its distributors. Neither company has responded at this time.