NKE · 10-K · 2026A · Full report

Greater China Performance

NIKE, Inc. · 2026-07-15 · Importance 74 · Surprise 58 · In source text

Greater China revenues decreased 13% on a currency-neutral basis to $5,847 million in fiscal 2026, with wholesale down 14 reflecting prioritized marketplace-health actions and NIKE Direct down 12%, driven by a 29% decline in digital sales and a 4% decline in store sales. Footwear unit sales fell 14% and apparel units declined 8%, contributing to a 20% decrease in reported EBIT to $1,278 million and a 30 basis point gross margin contraction. Management cites declining store traffic, elevated promotional activity and higher inventory levels across the marketplace as headwinds, and expects continued negative impacts into fiscal 2027. Demand creation expense fell 14% in Greater China, primarily from lower brand marketing.

Key facts

• Greater China NIKE Direct digital sales decreased 29% while store sales declined 4% in fiscal 2026. source
• Greater China revenues were $5,847 million in fiscal 2026 compared to $6,586 million in fiscal 2025, a decline of 11% reported and 13% currency-neutral. source
• Greater China EBIT was $1,278 million in fiscal 2026 compared to $1,602 million in fiscal 2025, a 20% decrease. source

Impact estimates