The sportswear brand, Nike is apparently breaking up with Amazon Ecommerce that began in 2017.

The athletic brand will stop selling its sneakers and apparel directly on Amazon’s website the company confirmed. This is done by the company as part of its push to sell more directly to consumers. Launched in 2017 Nike agreed to sell a limited product assortment to Amazon, in exchange for stricter policing of counterfeits and restrictions on unsanctioned sales of its products. That included Nike’s athletic footwear, apparel, and accessories.

“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail,” the company said in a statement.

Prior to 2017, Nike had resisted such a deal with Amazon, focusing its attention on its own online marketplace and stores. The fear for many brands has always been that, by partnering with Amazon, a company loses control over how its brand is represented on the site.

However, Nike said that it will go on using Amazon’s cloud-computing unit, Amazon Web Services to run its website and a handful of mobile apps, like SNKRS. On the other hand, Amazon has been trying to become a bigger name in fashion for years now.

It has launched more of its own clothing brands, partnered with influencers to tout items and has tried to court other big-name brands to sell on its site. Some of those include PVH’s Calvin Klein and Chico’s.

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