NKE · News · 20260810N

Greater China Performance

NIKE, Inc. · 2026-08-10 · Importance 46 · Surprise 42

JPMorgan estimated that Nike’s strategic shift in China could create an approximately $1 billion revenue headwind in fiscal 2028. The company is expected to move toward flagged Tmall, JD, and Douyin stores beginning in 2027. The anticipated impact reflects changes to Nike’s China marketplace and distribution strategy rather than a broad macroeconomic factor.

Key facts

• JPMorgan downgraded NIKE, Inc. Class B (NYSE:NKE) to Underweight and cut its target to $40. source