NKE · News · 20261001N

Competition and Market Share

NIKE, Inc. · 2026-10-01 · Importance 32 · Surprise 24

NIKE's quarterly sales missed analyst expectations as weak demand in China and heightened competition weighed on performance. Reporting said local Chinese brands have taken market share and that rivals are continuing to take NIKE customers. The competitive pressure is affecting the pace of CEO Elliott Hill's turnaround and is expected to contribute to the company's high-single-digit fiscal 2027 revenue decline.