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. is refocusing its outdoor sports business to tap into China's burgeoning market, aiming to expand its presence and capitalize on the country's increasing demand for sports products. The company's strategy includes a revamp of its footwear, apparel, and equipment for outdoor activities such as running, hiking, and cycling.

The push into the outdoor recreation market is being led by the unveiling of a new trail running shoe, the ACG Ultrafly, at the Ultra-Trail du Mont-Blanc, an ultramarathon in France. This event marks the beginning of Nike's efforts to reposition its ACG (All Conditions Gear) sub-brand as a serious player in performance trail running. The shoe, which will be available in spring 2026, is part of a broader strategy by CEO Elliott Hill to refocus the Nike brand around core sports like running, in response to challenges from smaller rivals [1].

Nike is playing catch-up in both the outdoor recreation market, which has surged since the pandemic, and in China, where outdoor activities like trail running have gained significant popularity. The company's lagging performance in these markets has contributed to a decline in its share of the global sportswear market, from 29% in 2021 to 26% in 2025 [2].

To address this, Nike has established its ACG team as a sub-brand and appointed Angela Dong, vice president for all of Greater China, to lead the unit. The company aims to inspire and invite 1.3 billion consumers into the world of sport, lifestyle sport, and fitness in China. Sales of outdoor apparel nearly doubled in China between 2019 and 2025, while outdoor footwear ticked up 65% over the same period [1].

However, Nike has faced heavy competition in China from other retailers and has logged double-digit sales declines in the country over the past three quarters. The company's shares have lost nearly 7% over the past 12 months, despite a nearly 3% gain on Friday [2].

Launching the ACG Ultrafly at a Hoka-sponsored event may be Nike's attempt to "flex its financial muscle" over smaller brands, according to Jessica Ramirez, co-founder of retail industry consultancy the Consumer Collective. This move could help Nike reclaim market share and challenge competitors like Salomon and Hoka, which have successfully broken out in the trail running market [1].

References:
[1] https://us.fashionnetwork.com/news/Nike-eyes-china-growth-with-outdoor-sports-revamp-at-the-centre,1757503.html
[2] https://www.tradingview.com/news/reuters.com,2025:newsml_L6N3UE0MT:0-nike-eyes-china-growth-with-outdoor-sports-revamp-at-the-center/