Why New Balance sales are soaring while Nike falls (youtube.com)
A couple years ago, Nike wanted to go soly DTC, selling directly from Nike stores or from online, and they took their shoes out of Footlocker and others, which left shelf space there (and where customers liked to go) and NB and others filled that spot. NB at that time also invested in innovation. They capitalized on trends, the 90s trend, shoes that look like parents would wear. They also partnered with major designers. NB is private, so we get an update only once a year and it's not detailed, on how the company is performing. They don't need to hedge or raise capital. NB wants to build on DTC, too, but seems to want to keep wholesaling.