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Nike Drops Chinese Distributors, Moves to Direct Sales

7/22/2026

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Summary

Story summary

Nike will stop selling through distributors in China from January and will move sales to its own Tmall, JD.com, Douyin, website and app.
The board expects a short-term revenue hit after Nike reported Greater China sales fell 17% in Q4.
Cathy Sparks and Topsports CEO Yu Wu said the move seeks a trustworthy experience and pricing control, warns of short-term pressure, and aims to foster a healthier retail ecosystem.

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Story summary

Nike will stop selling through distributors in China from January and will move sales to its own Tmall, JD.com, Douyin, website and app.
The board expects a short-term revenue hit after Nike reported Greater China sales fell 17% in Q4.
Cathy Sparks and Topsports CEO Yu Wu said the move seeks a trustworthy experience and pricing control, warns of short-term pressure, and aims to foster a healthier retail ecosystem.