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Nike China Revenue Drops 30% as Distribution Overhaul Begins

8/22/2026

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Summary

Story summary

Nike's China revenue fell 30% since 2021, hitting its lowest eight-year level in spring.
Nike is overhauling its distribution model to reconnect with Chinese consumers, says Cathy Sparks, Greater China VP.
Aaron Cheris of Bain & Company said Chinese shoppers find U.S. price premiums unattractive and prefer domestic brands.
GlobalData reports China's sportswear market more than doubled over the past decade despite Nike's decline.

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Story summary

Nike's China revenue fell 30% since 2021, hitting its lowest eight-year level in spring.
Nike is overhauling its distribution model to reconnect with Chinese consumers, says Cathy Sparks, Greater China VP.
Aaron Cheris of Bain & Company said Chinese shoppers find U.S. price premiums unattractive and prefer domestic brands.
GlobalData reports China's sportswear market more than doubled over the past decade despite Nike's decline.