In the absence of an official statement from which the company enters to clarify its position in the face of the armed conflict that is currently being waged in Ukraine, the American sports fashion multinational Nike has temporarily paralyzed the marketing of its collections and products in Russia. A measure that affects for now exclusively the sales that the multinational manages directly through the online channel, Nike not having clarified whether with it they try to respond to a proactive posture undertaken by their management bodies in response to to war, or whether it is a decision made due to logistics and distribution problems arising from it.
The American company, a leading global company in the fashion and sporting goods sector, has announced the closure of its online store and the inactivation of its application in Russia, through a few lines published from its online sales page for the Russian market. A portal in which the different collections and models designed by the company can continue to be discovered, but from which we are invited to go to the nearest Nike store to be able to purchase some of their products from there.
“Currently, Nike cannot guarantee the delivery of products to customers in Russia. As a result, item purchases on Nike.com and in the Nike app are temporarily unavailable for this region. Visit your nearest Nike store”, Nike has published on its official Russian website. Message accompanied by a direct link from which to access the searched with the stores closest to the point where we are.
With 119 physical stores open in Russia
Without detailed information provided by Nike about Russia and what the market represents within its balance sheets, the country and the business that the sports company generates within its borders are framed within the operations of the sports multinational for EMEA (Europe, Middle East and Africa). A region that, at the end of its last annual financial year of 2021, represented as a whole the second largest market for the sports multinational, as a source of total revenue for that year of 11,456 million euros. Amount only surpassed within its accounts by a North American market, in which Nike managed to collect, at the end of said annual period between May 31, 2020 and May 31, 2021, a total of 17,179 million dollars.
Despite not reflecting in more detail in its year-end reports the behavior that the company experiences in more specific markets, through its official Nike portal, the establishments with which it currently operates within the Russian Federation. Physical establishments distributed throughout the different main cities of the country, from Saint Petersburg to Mascuo passing through Kazan, which are currently all open and operating during normal opening and closing hours. A number of stores that is only behind the points of sale that it adds in other strategic markets, such as China (389 stores), the United States (250 stores), Turkey (168 stores) and India (133 stores).
Some locations, again in relation to Russia, among which the flagship store that Nike opened on March 26, 2017 in the heart of Moscow stands out. An establishment with 5 floors and more than 2,100 square meters located at number 14 of the central and commercial Kuznetsky Most in the Russian capital, whose opening was located in the line of the attack by the sports multinational previously in Soho in New York, in the US city of Miami and in Beijing, capital of China.
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