A major sports apparel company plans to segue away its long-standing model of selling its goods through bricks and mortar sporting-goods stores and other traditional retailers.

Nike tells the Wall Street Journal that it will focus on just a few dozen of them as it works through the restructuring sportswear market.  The iconic brand will move to selling more goods digitally and directly to consumers.  In effect, it'll be giving up supply chains developed over the decades in favor of direct e-commerce and online resellers.

The company represented by the Swoosh logo has already moved to avoid being left behind the online wave.  Nike struck a deal with Amazon.com and says it will continue working closely with 40 partners, including brick-and-mortar standbys and new outlets like online luxury boutique Farfetch.