Nike Inc. started cleaning up its stats sheet a week ago and for the first time, the sneaker empire declined to report “future orders,” a vital measure of wholesale demand through the galaxy of retailers who sell the famous kicks. Nike, No. 9 within the B2B E-Commerce 300, says the metric doesn’t matter much anymore, because now it’s centered on conducting business directly with consumers and cutting out the middleman.

Nike sells to retailers through a mix of EDI and e-commerce. While Nike reported its slowest quarterly sales growth since 2010, its performance as a retailer-rather than a wholesaler-was a relative highlight. Sales on Nike’s own web store were up 19% in the recent quarter, while its retail locations notched a 5% gain in same-store sales. 28% of all the sales are direct this coming year, in comparison with 4% five years ago. CEO Mark Parker said the organization is obsessed today with making shopping more personal. “Retailers who don’t embrace distinction will likely be put aside,” he warned on the conference call Tuesday.

Still, that wasn’t enough to thrill investors-at the very least, not yet. The overlooked beauty of bricks-and-mortar retail is just how well retail chains lend themselves to what economists call price segmentation. Shoemakers including Nike can simply target customers by sending the cheap nike shoes free shipping off to the right kind of store (think: first-class vs. coach, iPhone X vs. iPhone 8, Banana Republic vs. Old Navy). In Nike’s case, it ships expensive, limited edition sneakers to high-end boutiques, routes its stock Jordans to chains like Foot Locker Retail Inc., and dumps its low-end product and off-key colorways in such places as DSW Inc.

If performed correctly, this socioeconomic slotting moves just as much merchandise as possible with minimal fuss, while not tarnishing the bigger brand. And make no mistake: Nike can it correctly. On its face, the Swoosh is actually a design shop supercharged by the sort of storytelling its TV commercials, billboards and magazine ads are famous for. But Nike’s real genius isn’t marketing, it’s merchandising: knowing what to ship where. For each and every sneaker sketching savant in Beaverton, Ore., there’s a mid-level manager with a giant spreadsheet, making certain “Momofuku” Dunks aren’t too simple to find, ordering up nike shoes wholesale for China, distributing its best-sellers for all the best Di,ck’s Sporting Goods Inc. outlets and dumping plenty of Chuck Taylors at outlet malls.

Nike is currently upsetting its very own well-oiled applecart. In giving traditional retail the stiff arm, which Nike made official in June, the Oregon empire is tearing up that playbook and working to make a stop play the fundamental economics of price segmentation. The strategy-a bold move, due to the historical manufacturer-to-retail model being discarded-requires no shortage of swagger. But Nike’s numbers demonstrate that the bet is apparently working, primarily because Nike continues to be sharpening its digital game.

Sought-after sneakers now ship out via Nike’s own ecosystem of apps, including SNKRS, which it launched early last year. The center of its lineup, meanwhile, sells on Nike.com and in its own big box stores. When it comes to cheaper, less-popular kicks, they quietly trickle in to the company’s “factory” stores (read: outlet) and onto Amazon.com. Nike even includes a studio in Ny that makes cheap nike shoes from china free shipping within one hour.

To put it briefly, the business is deemphasizing its ready-made network wemjjs retailers to generate a much more precise targeting mechanism. Tuesday Parker said the final goal is to buy ahead of the consumer and offer “the most personal, digitally connected experiences” in the market. “While altering your approach is never easy, Nike has proven before that if perform, it’s always ignited the following phase of growth for your company,” he explained.

In theory, Nike can know any given customer better-and their willingness to cover-by utilizing its very own venues and platforms, particularly on its digital properties. The process is going to be building the mechanism to sort all of the data, and in doing so, the customers. In the real world, they sort themselves: The high-end boutique isn’t right next to the cut-rate discount outlet. In the virtual world, it’s not too easy.

For that record, Under Armour Inc. is slightly in front of Nike Inc., with 31% of its sales coming directly from consumers; Adidas AG is slightly behind, with 23% of revenue from retail. At its current pace, Nike will quickly be collecting one in three of its sales dollars right from consumers. Its challenge is going to be being sure that none get too good an agreement.