Nike Q3 China Revenue Falls 10% as Online Sales Slide 21%
Nike's Greater China revenue plunged 10% with online sales sliding 21% and footwear revenue down 10%, impacting its second-largest market, about 15% of Nike's revenue. CEO Elliott Hill named 25-year veteran Cathy Sparks to lead Greater China as Fila and Adidas outpaced Nike during last November's Singles’ Day.
1. Q3 Greater China Performance
In third quarter 2026, Nike’s Greater China revenue dropped 10% year-over-year, with online sales down 21% and footwear revenue also falling 10%. That region represents roughly 15% of global sales, while overall brand revenues reached $11 billion, up 1% on strength in North America offsetting declines in EMEA and China.
2. Leadership Restructuring
To reverse the slide, CEO Elliott Hill appointed 25-year Nike veteran Cathy Sparks as vice president and general manager of Greater China, replacing Angela Dong. Sparks inherits challenges including weakened wholesale partnerships and underperforming retail outlets in lower-tier cities.
3. Intensifying Competition
During November’s Singles’ Day, Fila and Adidas topped Nike in sales rankings for the first time, underscoring loss of momentum online and in stores. Bernstein Research expects Nike’s China inventory clearance to stabilize in the second half of 2026, but rivals may consolidate market share before then.