Nike sales fall during key holiday quarter, driven by 17% plunge in China

Iconic sports brand in big trouble

Traditional powerhouses of the sports shoe trade are seeing their market shares cut by old rivals and newcomers moving up the pack.

Despite Big Marketing Moves, Nike's Revenues Have Slid 9%

This was Nike's first full quarter under chief executive (CEO) Elliott Hill, who returned to the brand in October 2024.

These Analysts Cut Their Forecasts On Nike Following Q3 Results - Nike (NYSE:NKE)

Breaking into China and changing strategies are burdening Nike – investors are nevertheless relieved. Analysts' profit forecasts have even been exceeded.

After a billion-dollar austerity program and a change of head, the US sporting goods company sees a little light at the end of the tunnel. Despite a severe break in profits in the third quarter, analysts are positively surprised. They had expected far worse figures.

The American group of clothing and sports equipment Nike, whose new boss is trying to straighten the bar, posted results for the third quarter of his offbeat exercise on Thursday, but down over a year.