Brand portals, Nike SNKRS, Adidas, Allbirds dealer agreements, how do they work?

Each major brand runs a dealer portal you connect to as an authorized retailer. The mechanics vary:

• Nike SNKRS Dealer, rare-drop access for verified physical-retail dealers (not pure-DTC). Auth via SAP-integrated EDI feeds; MAP enforcement is strict (auto-suspension if you discount below MSRP). Allocation per drop is curated by Nike based on your past sell-through. Magento integration: custom EDI module + nightly inventory sync + per-SKU price-lock rules.
• Adidas Vendor Portal, CSV/JSON feeds via SFTP, hourly inventory sync, less strict MAP enforcement but published MSRP requirements. Allocation is volume-based. Magento connector: Channel Advisor or custom SFTP module.
• Allbirds, Rothy’s, On Running, DTC-first brands that don’t sell through dealers. If you’re a multi-brand retailer, you can’t carry these. Brand strategy decision.
• Hoka, Brooks Running, running specialty channel. Distributor-fed (Wolverine Worldwide for Hoka, Brooks Sports Inc for Brooks). EDI 850/856/810 feeds via VAN providers (SPS Commerce, TrueCommerce). Magento integration: ~$3k, $8k of dev work per brand.
• Red Wing, work-boot specialty. Dealer agreements require minimum-stock commitments + physical-retail presence in many cases. EDI feeds; MAP enforcement weekly.

Compliance is half the job. Brand reps audit your storefront weekly (programmatic scrapers + manual checks) and pull authorization at the first violation. Auto-enforce MAP via Magento price rules with a hard floor per brand, never let a coupon or sale rule push below MSRP for protected brands. The price-rule architecture is a custom module that overlays the cart rules with brand-MAP-aware logic.