Commercially speaking, Nike has sprinted away from its major German rival Adidas in recent years. A key explanation is that the sportswear giant from Oregon has deployed much faster and more massive sales through its own physical stores and online platforms. This increases the brand’s visibility and makes it possible to sell separately from third-party wholesalers such as Decathlon, JD Sports and Footlocker.
This new strategy is becoming increasingly visible in the streets of Flanders and the rest of Europe. Nike moved its store in Antwerp at the end of April 2023 to larger premises on the Meir, the largest shopping street in Belgium and Flanders as a region. In the fall of 2023, a Nike store will open in Ghent’s Veldstraat shopping district. And before the end of the year, a Nike store will open in Bruges’ Steenstraat.