Jessica Motaung, Chiefs’ marketing manager, openly criticised the sportswear company's handling of current retail operations
"We have 14 million fans, and have sold only 60,000 shirts," said Motaung, speaking at the Soccerex conference in Dubai. "Something is clearly wrong."
"We are frustrated with the service we have received from Nike, and their general strategy for Africa. Sponsors talk about rights holders servicing them, but it has to be a two-way street so that we work together to achieve both our objectives.
“We are in the process of renegotiating our contract with Nike, and the outcome will depend on how these issues are dealt with."
Motaung went on to explain that the main problems were with the supply of product, but she also accused Nike of lacking a brand leverage strategy and an understanding of the local market.
Nike South Africa said it couldn't comment on the issue, as it was not present at Soccerex.
