Nike and Amazon are breaking up. Analysts say it's for Nike's own good.

Nike.
(Image credit: Feng Li/Getty Images)

Amazon and Nike are ending their two-year relationship.

A company executive confirmed the split on Wednesday, and told Bloomberg the decision stems from "Nike's focus on elevating consumer experiences through more direct, personal relationships." The executive noted the sports retail giant will still "continue to invest in partnerships with other retailers and platforms globally." Ouch.

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Ramisa Rob

Ramisa Rob is a web intern at The Week. She is also an investigative reporting fellow at Brian Ross Investigates, and has previously worked for the The Daily Star. A recent graduate of the University of Michigan, she is currently pursuing her Masters at NYU Tisch.