The news: Nike will resume selling on Amazon for the first time since 2019, as the struggling brand searches for new (old) ways to get its products in front of more consumers.

A logical move: Nike’s partnership with Amazon is in many ways a no-brainer. The retailer will account for nearly one-third of ecommerce sales in the apparel, footwear, and accessories category this year, per our forecast, while roughly three-quarters of US households are Prime users. That makes Amazon an invaluable selling partner for any brand—and especially for Nike, which is struggling to emerge from a prolonged slump.