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The change means most of Nike's 16 store partners in China, which together own and operate thousands of Nike outlets, will stop selling online and shift entirely to in-store retail.
STORY: Nike signaled on Tuesday that CEO Elliott Hill's turnaround strategy still faces significant obstacles, amid persistent weakness in China. Despite beating expectations, its fourth-quarter results included a 1% decline in revenue and a 17% drop in sales in China. The region continues to struggle with weak product assortments and market-share losses to domestic rivals such as Anta and Li Ning. Nike also projected further revenue declines through the first half of fiscal 2027, as it continues to grapple with elevated inventory levels that have hindered its recovery. Executives also warned
In recent weeks, NIKE has accelerated an operational and brand reset under returning CEO Elliott Hill, using an expanded global football product lineup and World Cup-linked marketing to support a broader turnaround while contending with pressures such as tariffs, softer demand in Greater China and competitive moves like Stephen Curry’s new Li Ning partnership. An interesting angle is that, even as some institutional investors have exited on concerns about recovery risks, recent insider...
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