Nike Takes Control of China Sales, Resets Digital Strategy

Nike Inc. (NKE) is revamping its China business by shifting online sales to official channels, according to the company's new plan.

The sportswear giant will phase out many partner-run online stores and direct shoppers to its own website, app, and flagship stores on Tmall, JD.com, and Douyin starting in 2027.

Nike's Greater China revenue fell 12% to $1.3 billion in Q4, making it the company's weakest performer during that period.

The changes are aimed at creating a more unified shopping experience and strengthening brand consistency in one of its largest international markets.