This isn't a new era of retail. The article mentions that instead of widespread availability, retailers will sell direct to customer and only in a few stores. H

This isn't a new era of retail. The article mentions that instead of widespread availability, retailers will sell direct to customer and only in a few stores. However, we have had this already with multiple brands; Bose is probably the primary example of this trend. And Bose is successfully challenged by Beats, who does normal retailing with many retailers. Nike can try doing this, but they might find they've ceded a lot of ground to a rival brand who is willing to be visible and widespread.