News/ Consumer Discretionary/ NKE/ News Details Nike Returns to Prominence at Foot Locker After Years of Decline Ainvest Monday, Aug 18, 2025 1:40 pm ET 1min read FL +1.95% NKE -0.71% Nike has regained its prominent position at Foot Locker stores for the first time in years. The partnership had frayed under Nike's previous CEO, who prioritized its own stores and online shop. However, Nike's current CEO, Elliott Hill, has vowed to work more closely with wholesalers and boost sales of running products. Foot Locker is expanding its Home Court basketball sections developed with Nike and plans to add them to 100 stores worldwide by 2026. The two companies are rebuilding their relationship after Nike pulled back from Foot Locker. Ask Aime: Should I buy Nike stock?". Nike Inc. has regained its prominent position at Foot Locker Inc. stores, marking a significant shift in the partnership that had frayed under the previous CEO. Nike products are now front and center in the men's sections at Foot Locker, positioned ahead of competitors such as On, Hoka, Adidas, and New Balance [1]. The turnaround comes under the leadership of Nike's current CEO, Elliott Hill, who has vowed to work more closely with wholesalers. This new strategy aims to boost sales of Nike's running products, including the Pegasus, Vomero, and Structure shoes, which had seen competition from other brands [1]. As part of this renewed partnership, Foot Locker is expanding its Home Court basketball sections developed in tandem with Nike. The company plans to add these sections to 100 stores worldwide by 2026 [1]. Additionally, Nike's running shoes, such as the Nike ZoomX Invincible Run Flyknit 3, are now featured prominently in Foot Locker stores, offering customers a blend of comfort and style [2]. The recent fieldwork by Matthew Boss, an analyst at JPMorgan, indicates that Nike product placement has returned to the pole position at Foot Locker, a significant change from the previous years when Nike products accounted for less than 60% of Foot Locker’s total purchases [1]. This shift is part of Nike’s broader strategy to refocus on its core sports products and enhance its market presence. The partnership between Nike and Foot Locker is also supported by a broader industry trend. In May, Dick’s Sporting Goods Inc. agreed to acquire Foot Locker in a $2.4 billion deal, which would combine two of the largest sports chains in the US [1]. This acquisition further solidifies the strategic importance of the partnership for both companies. References: [1] https://www.bloomberg.com/news/articles/2025-08-18/nike-regains-spotlight-at-foot-locker-for-first-time-in-years [2] https://www.footlocker.com/product/model/nike-zoomx-invincible-run-flyknit-3/390416.html View Source AInvest Newsletter Daily stocks & crypto headlines, free to your inbox Get Newsletter with Email Continue with Google Or continue with others Apple  Continue with Apple Facebook X By continuing, I agree to the Market Data Terms of Service and Privacy Statement Aime Insights Has Foot Locker's stock price fully reflected its performance? What are 3x ETFs for Foot Locker to invest? What are bearish ETFs for NIKE to invest? What are 2x ETFs for Foot Locker to invest? Comments  Add a public comment... Post OneTrip7662 1d ago $NKE heard Nike stuff selling at Costco for about $36 hoodies/joggers. Some are reportedly selling out fast 0 Reply No more comments Top News Stocks Slip as S&P and Nasdaq Retreat, Dow Holds Slight Gain Wallstreet Insight 1h ago

Nike's renewed partnership with Foot Locker is a positive development for both companies and the broader sports retail industry. Here's why:

1. **Restoration of Prominence**: Nike has regained its prominent position at Foot Locker, with its products now front and center in the men's sections, ahead of competitors like On, Hoka, Adidas, and New Balance.
2. **Strategic Alignment**: This turnaround is under the leadership of Nike's current CEO, Elliott Hill, who has vowed to work more closely with wholesalers to boost sales of running products. This aligns with Nike's strategy to refocus on its core sports products and enhance its market presence.
3. **Partnership Expansion**: Foot Locker is expanding its Home Court basketball sections developed with Nike, planning to add them to 100 stores worldwide by 2026. This expansion will further enhance Nike's visibility and product offerings within the Foot Locker stores.
4. **Market Dynamics**: The partnership is part of a broader industry trend, with Foot Locker's acquisition by Dick’s Sporting Goods Inc. for $2.4 billion, which will combine two of the largest sports chains in the US. This acquisition underscores the strategic importance of the Nike-Foot Locker partnership.
5. **Analyst Insights**: Recent fieldwork by Matthew Boss, an analyst at JPMorgan, indicates that Nike product placement has returned to the pole position at Foot Locker, a significant change from the previous years when Nike products accounted for less than 60% of Foot Locker’s total purchases. This suggests that the renewed partnership is already having a positive impact on Nike's sales and market share.

In conclusion, Nike's return to prominence at Foot Locker is a positive development that is likely to contribute to Nike's growth and market share. Investors may consider this partnership as a sign of Nike's strategic reorientation and potential for increased sales and market dominance in the sports retail sector.