to Sell Nike Products, Step Up Same-Day Delivery in New York will begin selling products from Nike in New York and offer customers more delivery options in a bid to compete with Amazon for urban, affluent consumers, according to media reports, with expansion to follow in other major markets.

The revamp also includes a website makeover, improved personalization and product recommendations and a better understanding of customer intent while providing contextual search.

“This is just the beginning of how we want to build and reposition Jet,” Simon Belsham, president of Jet, told MarketWatch.

The Jet partnership with Nike follows the shoe company’s decision in 2017 to end a longstanding policy and begin selling its products on Amazon, a channel that Nike said has been performing well. The Nike product lineup is being finalized and products will be offered on starting in mid-October.

Jet will tap last-mile delivery provider Parcel, acquired last year by Walmart, to handle delivery of groceries and other local goods to New York customers this fall, according to Reuters.

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