Sports footwear and apparel manufacturer Nike has addressed rumours that it is leaving Greece.
In the announcement, Nike said consumers will be able to use its online shops (Nike.com, Nike apps), the brand name stores and a small number of strategic partners in Greece.
According to reports, they have also sent letters to about 100 Greek retailers announcing its decision to terminate their cooperation by May 31, 2022.
Greek retailers have announced they are taking Nike to the European courts.
They claim that the termination of business cooperation is “unreasonable,” and will lead to hundreds of job losses.
The announcement reads:
Nike has a bold vision to create the marketplace of the future, one closely aligned with what consumers want and need.
As part of our recently announced Consumer Direct Acceleration strategy, we are doubling down on our approach, serving consumers in Greece with Nike Digital channels including Nike.com and our retail apps, Nike Factory stores, as well as a smaller number of strategic partners who share our vision to create a consistent, connected and modern shopping experience.
*More on GCT: Nike releases touching videos honouring Giannis’ humble life
