Nike's Converse, Jordan and China businesses decline by double digits

· Retail & E-commerce · United States · China

Nike's turnaround under CEO Elliott Hill is facing deepening problems, Retail Dive reported. Three years ago executives touted strong growth across Converse and Jordan Brand; now both are declining by double digits, and so is the company's China business. The declines widen the set of challenges Hill was brought in to fix, and they matter beyond Nike itself because the company's scale shapes the athletic footwear and apparel market. Converse and Jordan are among Nike's most recognizable brands, and China is a major market for the sector, so continued weakness in any of the three weighs on the broader industry's expectations for recovery.

Why it matters：Nike's struggles across Converse, Jordan and China signal that the largest athletic brand's turnaround is not yet gaining traction, which affects suppliers, retailers and the wider sportswear market's recovery outlook.

Key points

  • Converse and Jordan Brand are declining by double digits.
  • Nike's China business is also down by double digits.
  • Elliott Hill was hired to fix the company's problems, which keep growing.

Sources (original reporting)

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