Reuters reports that Nike has told Sears that effective October 25 they will no longer sell Sears their shoes. The real reason is K-mart. Sears recently bought K-Mart and Nike is reluctant to see their shoes turn up at K-mart stores.

Sears recently began putting its exclusive Kenmore appliances and Craftsman tools in a handful of Kmart stores. Bringing those brand names to the discount stores was part of the rationale for Kmart's purchase of Sears in March.

But for a company like Nike that is notoriously protective of its brand image, the prospect of its name-brand shoes showing up at Kmart would be unacceptable, analysts said.

It's an interesting move. From a branding standpoint it makes a great deal of sense, although on the revenue side it might pinch them a bit. I've always been a big Nike fan, except for their running shoes. I like the design of their running shoes, but the fit is not optimal for my foot.

Of course Nike was one of the few firms that stuck with Lance Armstrong during his bought wih cancer.