Nike's China Reset Targets Speed and Local Relevance
Nike's China business is undergoing a significant transformation as the company seeks to regain its footing in the market. The sportswear giant has announced plans to give its China team more control over products, cutting thousands of online distribution points and trying to move at the speed of local rivals.
The urgency behind this reset is evident in the numbers. Nike's Greater China revenue fell to $5.85 billion in fiscal 2026, down from $7.55 billion two years earlier. Segment operating profit also declined, from $2.31 billion in fiscal 2024 to $1.28 billion in fiscal 2026.
Nike has struggled to compete with domestic brands like Anta Sports and Li Ning as Chinese consumers increasingly prefer local names that can respond faster to sports trends and preferences. To address this challenge, Nike is trying to change how its products are conceived, priced, and presented.