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Wall Street Journal / Life - Entertain

Building a Bigger, Faster Nike

Nike, Cowen analysts said, “is getting bigger because it is getting faster,” they said.
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On Saturday morning, many shoe mavens will head to their favorite shops to try to snag the latest Jordan sneaker: The $220 Air Jordan XI, a bright-red tribute to the ‘96 Chicago Bulls. They might need to be move fast if they want to score a pair.

Speed—to market—is also a key to the ability of Nike shares to keep rising, as they have since October. On Thursday, Cowen & Co. analysts praised the company’s ability to get products to customers more quickly.

• Nike, they said, can go from “ideas to shelf” in six months—or even less, like 90 days for T-shirts.

• It can deliver customized Flyknit shoes in three days.

• In China, its partner Feng Tay was able to cut production time for the Air Jordan 13 in half.

The company, the analysts wrote, is better at getting popular items to customers faster and in greater numbers than it has been, even if it means fewer products overall. That could widen operating margins. Nike, they said, “is getting bigger because it is getting faster,” they said.

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