Jul. 30 at 12:16 AM
Nike’s business in China has declined sharply, with revenue falling 30% from its 2021 peak and reaching its lowest level in eight years. Once the company’s fastest-growing and most profitable market, China has become a major challenge as sales have now declined for eight consecutive quarters despite strong growth in the country’s overall sportswear market.
Industry experts attribute the weakness to several factors, including the rise of the “China Chic” movement, which has boosted domestic brands such as Anta and Li-Ning, changing consumer preferences among younger shoppers, and Nike’s slower pace of localized product innovation. Analysts say many Chinese consumers now favor local brands that offer strong technical performance, lower prices, and designs tailored specifically to Chinese tastes. Meanwhile, competitors such as Adidas have successfully revived growth through locally designed products and marketing campaigns.
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