Full Breakdown
Nike Opens New Global Campus in Bengaluru as China Sales Slip
By Drooid · · How we work
Nike Launches Global Campus in Bengaluru, India
Nike announced that it will build a new global campus in Bengaluru, India, to house corporate functions for the Nike, Jordan, and Converse brands. The facility is slated to open over the next few years and is described by CEO Elliott Hill as a “long-term investment” aimed at strengthening the company’s position in what he calls an “important growth market.”
Background: Turnaround Efforts and China Sales Decline
The campus announcement comes amid a broader turnaround plan under Hill, who has been working to revive Nike’s performance after a prolonged slump. In the same fiscal first-quarter earnings release, Nike disclosed a 26 % drop in revenue from its Greater China market, prompting the company to launch a “Pace” strategy that includes layoffs, supply-chain changes, and a reorganization of geographic segments.
Data & Statistics
- Greater China revenue fell 26 % in the fiscal first quarter.
- Nike targets roughly $2.5 billion in cost savings through fiscal 2031.
- India is projected to become the world’s third-largest retail market by 2030.
- The Indian e-commerce market was valued at $159.25 billion in 2026 and is expected to reach $332.94 billion by 2031, according to the India-based business advocacy group IBEF.
Official Statements & Responses
Elliott Hill wrote to employees, “India is already an important growth market and manufacturing hub for Nike, with strong capabilities and access to talent,” “India is already an important growth market and manufacturing hub for Nike, with strong capabilities and access to talent,” — Elliott Hill, momentum under CEO. A Nike spokesperson told CNBC that expanding into India is a “natural” next step, emphasizing the rise in participation across sports such as running, basketball, football, and fitness. The spokesperson also reiterated the company’s “deeply committed” stance toward China, describing the region as one of Nike’s “most important long-term growth markets.”
Implications for Nike’s Global Growth
Analysts view the Bengaluru campus as part of a broader shift by U.S. brands toward emerging markets as mature markets like China become more competitive for domestic players. By bolstering local capabilities and consumer insights in India, Nike aims to capture a growing athlete base and diversify its revenue streams while navigating challenges in its traditional stronghold.