Nike Inc (NYSE:NKE) is planning to start selling its products directly through Amazon, according to a report from CNN.

During an investor call on Thursday, Nike CEO Mark Parker said that the sportswear giant is in talks with Amazon over a partnership.

“We’re in the early stages but we really look forward to evaluating the results of the pilot,” Parker said.

He said a direct partnership will allow Nike to “elevate the way the brand is presented.” The direct selling on Amazon will also give the company more control over how its products are marketed on the site.

Nike’s plan to open a store on Amazon is part of its efforts to boosts the brand’s online presence. Currently, third party vendors are selling Nike products on Amazon.

Nike has been facing stiff competition from Adidas and Under Armour. On June 15, the company announced plans to cut more than 1,000 jobs due to slow sales growth.

For its fourth quarter, Nike Inc (NYSE:NKE) reported impressive financial results.

It posted a quarterly profit of $1.01 billion, or $0.60 per share, compared to $0.85 billion, or $0.49 per share, in the same quarter last year. Revenue for the quarter increased by 5.3% to around $8.9 billion.

Nike, Under Armour, Adidas Stock Update

Shares of Nike Inc (NYSE:NKE) were trading up 8.33% in the morning trading session. The stock of the sportswear giant is up nearly 13% so far this year. During the last 12 months, the company’s share price has jumped 3.68%.

Shares of Under Armour Inc (NYSE:UAA), a strong competitor of Nike in the U.S., are down more than 25% so far this year. During the last 12 month, the company’s share price has fallen over 46%.

Meanwhile, shares of Adidas AG (OTCMKTS:ADDYY) have been a doing well so far this year. The company’s stock is up more than 22% year-to-date, while the company’s share price has surged over 34% during the last 12 months.