Nike Focuses on China Growth with Outdoor Sports Revamp

Nike is revamping its outdoor sports business to tap into China's growing market. The company is focusing on footwear, apparel, and equipment for outdoor activities such as running, hiking, and cycling. Nike aims to capitalize on China's increasing demand for sports products and expand its presence in the country.

Nike Inc. (NYSE:NKE) is expanding its outdoor sports business in China, a move aimed at capitalizing on the country's increasing demand for sports products. The company is focusing on footwear, apparel, and equipment for outdoor activities such as running, hiking, and cycling. This strategic shift is part of Nike's broader effort to enhance its presence in the world's largest market for athletic footwear [2].

According to Mordor Intelligence, the global athletic footwear market size is projected to reach USD 257.76 billion by 2030, growing at a CAGR of 7.14% from 2025 to 2030 [2]. China, with its rapid urbanization and growing middle class, is a significant contributor to this growth. Nike is well-positioned to benefit from this trend, as it aims to capture a larger share of the Chinese market.

In addition to the market's growth potential, Nike is also looking to address specific challenges in China. The company has faced inventory issues and margin pressure due to trade agreements and leadership changes. However, these challenges are being addressed with strategic adjustments, such as appointing new leadership and optimizing supply chain operations [1].

Nike's focus on outdoor sports aligns with the broader trend of increased participation in sports activities, particularly among women. According to the Women's Sports Foundation, 67% of surveyed women attribute their sports involvement to the development of leadership skills, highlighting the growing demand for women-focused athletic footwear [2]. Nike is responding to this trend by innovating and adapting its product portfolios to meet evolving consumer preferences.

In summary, Nike's revamp of its outdoor sports business in China is a strategic move to capitalize on the country's growing demand for sports products. By focusing on footwear, apparel, and equipment for outdoor activities, Nike is positioning itself to benefit from the market's growth and address specific challenges in the region. This initiative aligns with broader trends in the athletic footwear market, including increased participation in sports and the demand for women-focused products.

References:

[1] https://www.investing.com/news/analyst-ratings/bernstein-raises-nike-stock-price-target-to-90-on-jordan-brand-potential-93CH-4197521

[2] https://www.mordorintelligence.com/industry-reports/athletic-footwear-market