Last Updated -
February 2, 2026
Explore the business model, global strategy, and market performance including insights into its position in China.
Nike, Inc. began in 1964 as Blue Ribbon Sports, founded by Phil Knight and Bill Bowerman, and adopted the Nike name in 1971. The company is headquartered near Beaverton, Oregon, at the Philip H. Knight Campus, the name Nike announced in October 2025 for its world headquarters site.
NIKE, Inc. is a worldwide leader in the design, development, marketing, and selling of athletic footwear, apparel, equipment, accessories, and services. Its portfolio includes the Nike Brand, Jordan Brand, and Converse, spanning performance sport and sport-inspired lifestyle categories. Nike states its mission as “to bring inspiration and innovation to every athlete in the world,” alongside its line that “if you have a body, you are an athlete.”
The company serves consumers through a mix of direct channels and wholesale partners across global markets, with most revenue coming from outside the United States in recent years. Nike is led by President and CEO Elliott Hill and employed about 77,800 people as of May 31, 2025.
Nike generates revenue by designing and marketing athletic footwear, apparel, and equipment under the Nike Brand, Jordan Brand, and Converse, then distributing products through a mix of wholesale partners and its owned retail and digital channels. In fiscal 2025 (year ended May 31, 2025), NIKE, Inc. reported $46.3B in revenue, with NIKE Brand wholesale at $25.9B and NIKE Direct at $18.8B, which represented about 42% of NIKE Brand revenue.
Nike remains one of the most valuable global consumer brands. Interbrand’s 2025 ranking lists Nike with a brand value of $33.7B. Brand Finance’s 2025 apparel ranking also identifies Nike as the strongest apparel brand by its Brand Strength Index.
The competitive set has intensified, especially in running, where brands like On and Hoka have gained momentum and shelf space. Nike’s current positioning reflects a shift away from an earlier DTC-heavy approach toward a more balanced marketplace strategy under CEO Elliott Hill (effective October 2024). That reset includes rebuilding wholesale partnerships and expanding selected digital distribution, including Nike’s return to selling directly on Amazon in the U.S. for the first time since 2019.
Greater China remains a key profit and brand-building region for Nike, representing about 15% of NIKE, Inc. revenue in fiscal 2025. In fiscal 2025, Nike reported $6.6B in Greater China revenue, down 12% on a currency-neutral basis, with pressure across wholesale and direct. NIKE Direct in the region fell 12%, driven by digital sales down 22% and store sales down 6%, while comparable store sales declined 7%.
The downtrend continued into fiscal 2026. In Q2 fiscal 2026 (ended November 30, 2025), Greater China revenue declined to $1.423B, down 17% reported and 16% currency-neutral. Footwear in the region fell 21%, and Greater China EBIT fell 49%, reflecting weak traffic, higher promotions in the marketplace, and tougher competition.
Nike’s response is a China reset under CEO Elliott Hill, including tighter promotional posture around key moments like Singles Day and retail upgrades in major cities, while pushing harder on sport-focused product and local marketplace execution.
Nike’s next phase is built around a sport-led turnaround that prioritizes fresher product, cleaner marketplace execution, and a more balanced channel mix. In fiscal 2026 Q2 (ended November 30, 2025), wholesale revenue rose 8% to $7.5B while NIKE Direct fell 8% to $4.6B, reflecting renewed emphasis on wholesale partners alongside a reset of Nike’s owned digital and store experience.
This Company Profile was written by Dominik Diemer
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