In 2017, Nike unveiled its “Triple Double” strategy, aiming to double innovation, speed to market, and direct connections with consumers as part of the broader Consumer Direct Acceleration plan. This initiative involves ramping up innovation efforts, expediting product launches, and enhancing direct consumer engagement through digital platforms to adapt to evolving retail landscapes:

Nike’s Triple Double strategy is to 2X Innovation, 2X Speed and 2X Direct connections with consumers. To double innovation, Nike will accelerate the impact and cadence of new innovation platforms. To double speed, Nike is on a path to cut product creation cycle times in half. That starts with the Express Lane, which quickly creates, updates and fulfills products in response to consumer demand. To double direct connections with consumers and shape the future of retail, Nike is creating the new Nike Direct organization, uniting Nike.com, Direct-to-Consumer retail, and Nike+ digital products to enhance and expand Nike’s membership experience on an increasingly global scale.