Nike is cutting ties with its largest rival, Brooks, and has begun to roll out a slew of new shoes for women.
The footwear giant announced Tuesday it will sell its running footwear to brands including Jordan and the New Balance company.
Nike said the sale will be “a more efficient way to deliver our customers and brands more value for money.”
The move follows a slew a slew in which Brooks has cut ties with some of its largest rivals in recent years, such as Adidas and Under Armour.
According to the Wall Street Journal, Nike will sell Brooks running shoes exclusively to retailers such as Walmart and Target in the US and Canada, but not in Europe or Asia.
“The Brooks running shoe has become a favorite of runners and is a proven value for our brands,” said Steve Reavis, senior vice president of marketing for Nike, in a statement.
“We’re committed to creating the best running shoes in the world for the most active athletes in the most competitive environments, and we look forward to continuing to work with these brands to grow our portfolio of running shoes.”
The news comes as Nike continues to struggle with a weak performance in the running shoe market, which is currently struggling to meet the demand of both women and runners in the age of social media and social media campaigns.
Brooks and Under Armor have both cut ties from running shoes for several years, while Nike has been more bullish about the brand.
The two have been feuding over pricing, and in 2017 Brooks dropped a line of running shoe in the UK that was said to be priced at around $200.
Nike has said it’s committed to maintaining its brand value.
“We’ve made some investments to make sure we can sustain the growth of our brand and our business,” Reavis said in an interview with Bloomberg in 2017.
“But at the end of the day, we know how to build our brands and we know what to do with that.”
Brooks did not immediately respond to a request for comment.