NKE · 10-K · 2026A · Full report

Europe, Middle East & Africa Performance

NIKE, Inc. · 2026-07-15 · Importance 42 · Surprise 14 · No source text

EMEA revenues decreased 3% on a currency-neutral basis to $12,572 million in fiscal 2026, driven by a 9% decline in NIKE Direct (digital down 10%, stores down 8%) while wholesale was flat. Footwear revenues fell 5% currency-neutral primarily due to lower ASPs driven by higher discounts; apparel was flat on a currency-neutral basis with a 1% unit increase offset by lower ASPs. Reported EBIT decreased 6% to $2,417 million, with gross margin contracting 140 basis points largely due to higher discounts and unfavorable standard FX rates. Demand creation and operating overhead both increased, primarily from foreign currency effects and higher sports marketing.

Key facts

• EMEA revenues were $12,572 million in fiscal 2026 compared to $12,257 million in fiscal 2025; EMEA EBIT was $2,417 million in fiscal 2026 compared to $2,575 million in fiscal 2025. source

Impact estimates