NKE · News · 20261022N

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NIKE, Inc. · 2026-10-22 · Importance 48 · Surprise 40

NIKE’s direct-to-consumer business remained under pressure in the first quarter of fiscal 2027, particularly in Greater China. NIKE Direct revenue declined 8% year over year to $4.1 billion and fell 9% on a currency-neutral basis. NIKE Brand Digital sales decreased 13% year over year, while NIKE-owned store revenue declined 5%.

Key facts

• NIKE Brand Digital sales fell 13% year over year in the fiscal first quarter. source
• NIKE-owned store revenues decreased 5% in the fiscal first quarter. source