From manual MAP tracking to scalable, omnichannel enforcement
Nike, a global leader in athletic apparel and footwear, needed a more strategic approach to its Minimum Advertised Price (MAP) policy. With thousands of SKUs and a diverse set of retailers and sellers, Nike’s existing tools couldn’t keep up with the scale and speed of their channel. Their team wanted to move beyond basic price monitoring to build a holistic, omnichannel enforcement strategy.
Partnering with Wiser, Nike received a single source of truth for MAP visibility across online channels, custom alerts for fast action, and a flexible platform that adapted as their internal processes evolved.
A Growing Challenge At Scale
Before working with Wiser, Nike was monitoring MAP violations through a combination of manual processes and limited tools. This resulted in:
- Fragmented visibility:
Nike’s team could only track pricing across a limited set of channels (often just websites) leaving key sources like email, circular ads, and lesser-known sellers completely unchecked. That meant large blind spots in enforcement, allowing violations to persist without detection.
- Manual compliance tracking:
Identifying and documenting violations was a highly manual process. Screenshots, spreadsheets, and email chains slowed everything down, and by the time a violation was flagged and escalated, it was often too late to act. This created lag and left teams constantly in reactive mode.
- Reporting bottlenecks:
The team had no easy way to analyze patterns over time or build shareable dashboards. With thousands of SKUs and a wide network of authorized and unauthorized sellers, Nike’s internal workflows simply weren’t designed for the volume or complexity of data required to enforce MAP at scale.
Violations were impossible to manage in a consistent or timely way. Given the pace of digital commerce and the number of authorized and unauthorized sellers in their ecosystem, Nike’s team needed a more scalable solution.
The brand didn’t just want alerts; they wanted insights. They needed to know who was violating MAP, how frequently, where, and how to act on that data in a way that drove better compliance long-term.
Solution
Wiser’s MAP Intelligence solution offered Nike the flexibility and scalability their previous tools lacked. The platform enabled Nike to track MAP violations across all relevant channels, including websites, email, and circular ads, while also surfacing trends and patterns that helped the team proactively manage their reseller relationships.
In addition to powerful data collection, Nike benefited from:
- Customizable reporting dashboards tailored to internal needs:
Nike’s internal teams, from brand protection to legal, each had their own KPIs and reporting needs. Wiser’s dashboards were tailored to these distinct requirements, allowing each function to access the specific data and trends that mattered most to them. This eliminated time spent reformatting reports and helped each team take faster, more informed action.
- Automated email alerts for real-time violation tracking:
Nike now receives automatic alerts whenever a MAP violation is detected. These alerts include all relevant context—product, reseller, channel, and timing—so teams can respond immediately. This speed is essential in a high-velocity market, where violations can quickly spread or trigger wider price erosion if left unaddressed.
- A dedicated customer success manager:
Wiser didn’t stop at onboarding. Nike was paired with a customer success manager who embedded deeply with their team, co-developing processes, iterating on workflows, and adapting the platform as Nike’s strategy evolved. This ongoing collaboration ensured the solution kept pace with Nike’s internal shifts and market dynamics, making it a living part of their MAP playbook rather than a static tool.
Wiser’s willingness to co-build and iterate proved critical. Nike reevaluates its MAP strategy every six months, and Wiser has remained a responsive partner throughout.
Results
Since implementing Wiser, Nike has seen a significant decline in MAP violations across its key categories. What was once a fragmented and reactive process is now streamlined, automated, and proactive. Teams across functions are aligned around a single source of truth, with real-time insights and shared reporting that support faster, smarter decisions.
Perhaps most importantly, Nike has gained internal confidence in its MAP enforcement process. The patchwork of tools and manual workarounds has been replaced with a scalable, measurable system that supports Nike’s long-term brand strategy and pricing integrity.
Here’s what that transformation looks like in practice:
- Major decline in MAP violations:
By identifying violations in real time and surfacing patterns across sellers and categories, Nike has improved compliance across channels. This consistency reinforces the value of the brand and protects its premium positioning.
- Authorized resellers kept in line:
From the initial “clean-up” to ongoing discipline, Nike now has the data to manage authorized partners more effectively—and the leverage to remove those who repeatedly violate policy.
- Stronger brand leadership:
Faster response times and clearer internal alignment have helped Nike enforce policies with confidence. Retail partners recognize that Nike is serious about MAP, and has the tools to back it up.
- A proactive partnership:
Wiser isn’t just a vendor, they’re a trusted extension of Nike’s team. With hands-on collaboration, fast iteration, and continuous support, Wiser has become a long-term partner in Nike’s channel strategy. “We’re grateful for the level of support and partnership Wiser provides. It’s why we’ve continued to recommend MAP Intel to others.”
Conclusion
Nike’s partnership with Wiser is a model of dynamic MAP strategy: evolving, agile, and tailored. If you’re navigating compliance at scale and need more than just data—if you want a team that listens, strategizes, adapts—Nike’s story shows how a brand can keep its edge by pairing powerful intelligence with a flexible, collaborative vendor.
