Key Takeaways NIKE Inc.'s (NKE) wholesale rebuild appears to be a critical pillar in restoring earnings stability, but it is not a standalone solution. Management emphasized that wholesale is central to regaining market share because it remains "the environment where the majority of our consumers shop." After years of prioritizing direct-to- consumer (DTC), NIKE is now rebalancing toward an "integrated and elevated marketplace," wherein wholesale partners play a larger role in distribution, storytelling and ...