Nike Dives into One Piece Launch Amid Digital Sales Decline

Nike is moving forward with its One Piece collection launch despite facing a 12% decline in digital sales. The sportswear company plans to release three Air Max Plus models inspired by the popular manga and anime series, starting with an event in Tokyo from September 4-6.

The 'Devil Fruits' collection includes updated Air Max Plus sneakers, coordinated apparel, and aims to boost traffic while minimizing widespread markdowns. Analysts have set a consensus price target of $50.66 for Nike stock, which has averaged a Hold rating from experts.

Nike's push to revive product scarcity through limited distribution could impact sell-through rates rather than just the collection's sales. The company reported $46.4 billion in revenue for fiscal 2026 and aims to gauge digital demand with its One Piece partnership.