AMZN - Is it the shoes? Online ETF stands out amid Nike's digital new normal

The shoes were almost a sideshow.Nike's (NKE) blockbuster earnings Monday featured the sportswear maker's e-commerce efforts as the real star."We know that digital is the new normal," Nike CEO John Donahoe said in a conference call with investors. "The consumer today is digitally grounded and simply will not revert back."The Covid crisis accelerated the company's digital strategy, as it has for others. Nike hit its overall revenue mix target of 30% for digital three years ahead of schedule, Donahoe said.It was hard to overstate the importance digital strategy to the quarter. A search of the transcript - available on Seeking Alpha - for 'digital' returns 77 results.NKE's digital tailwinds seemed to catch investors by surprise and shares surged 11% in trading on Wednesday. But the results may also have implications for the online retail sector more broadly.They may in part explain the resiliency of the Amplify Online Retail ETF (IBUY)

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Is it the shoes? Online ETF stands out amid Nike's digital new normal