As the undisputed leader of the athletic apparel and footwear world, Nike raised few eyebrows last October when it declared its plan to grow annual sales to $50 billion by the end of fiscal 2020. What seemed to fly under the radar, however, was the Beaverton, Ore.-based company’s desire to hit $7 billion in digital commerce revenue within that timeline, too.
Speaking Tuesday during a keynote session titled, “Retail Disrupted: Navigating the Digital Age” as part of the National Retail Federation’s (NRF) 2016 Big Show in New York, president of Nike’s global direct-to-consumer business Christina Shi outlined how the company plans to meet that deadline.
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