Nike IncNKE
▼ NegativeDemandrelevance
Greater China revenue fell 17% in Q4 due to declining consumer demand and competition.
Impact on stocks 1
Consumer Discretionary
Nike IncNike's turnaround is taking longer than expected primarily because of a steep sales decline in China. Revenue in Greater China fell 17% in the fourth quarter and 13% in fiscal year 2026, even as the company's overall results beat Wall Street expectations. The 'Win Now' strategy is showing progress elsewhere, with the running business growing by double digits for five consecutive quarters and wholesale revenue up 4% year over year. Nike Running also gained market share in Western Europe and North America, and margin expansion could begin this quarter ahead of schedule. However, increasing competition and shifting consumer preferences in China remain a major headwind, and CEO Elliott Hill acknowledges the turnaround will be a multiyear effort.
Nike IncGreater China revenue fell 17% in Q4 due to declining consumer demand and competition.