• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons

2

Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says

3

MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing

1

AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons

2

Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says

3

MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing
RetailNike

Nike Is Banking on the Olympics After Its Worst Sales Performance in Six Years

By
Reuters
Reuters
Down Arrow Button Icon
By
Reuters
Reuters
Down Arrow Button Icon
July 21, 2016, 11:54 AM ET
Nike Women Half Marathon
Photograph by Brook Mitchell — Getty Images for Nike

Nike (NKE) expects sales growth to recover in North America after a weak March-May quarter, helped by the upcoming Olympics, an expansion of its basketball business and clearing excess stock, brand chief Trevor Edwards told Reuters.

The world’s biggest sportswear maker last month reported flat sales in its home region for its fiscal fourth quarter, its worst performance for over six years amid strong competition from Adidas and Under Armour (UA).

However, Edwards said he was hopeful for an improvement for the current fiscal year ending May 2017, after the company managed to shift excess stock, adding Nike also expected a boost from next month’s Olympics in Rio.

“We did face supply chain challenges last year, but the full-price channels in North America are now clean,” Edwards said in emailed answers to questions from Reuters, referring to new stock that would not have to be discounted.

“Our brand remains incredibly strong in North America and we expect growth will accelerate in this geography over the balance of the fiscal year.”

 

Nike makes just under half of its revenues in North America.

However, Susan Anderson, an analyst at FBR Capital Markets & Co., said recovery could take time as Nike still had to shift excess inventory from its outlets or discounters like T.J. Maxx (TJX).

“I’m skeptical because we saw a pretty big slowdown in North America last quarter, so for it to flip around so quickly usually does not happen,” she said.

“There is some inventory build in North America that is going to take a while to work down.”

Anderson has a “market-perform” rating on Nike stock.

Basketball

Nike’s share of the U.S. sport footwear market slipped to 53.3 percent in the first six months of 2016 from 55 percent a year ago, while Adidas’s rose to 6.3 percent from 4.2 percent, according to market research firm NPD.

“They did not keep their basketball offerings updated enough and at the same time we went through a fashion shift away from basketball as the preferred fashion shoe in the United States, so it was a double whammy,” said NPD analyst Matt Powell.

Nike has lost basketball sales to Under Armour since the latter poached Golden State Warriors player Stephen Curry in 2013. It is also suffering from a revival at Adidas, which has scored mostly with fashion shoes promoted by celebrities such as Kanye West, who moved from Nike to Adidas the same year.

Edwards defended Nike’s sponsorship deals with over 8,000 athletes worldwide, including basketballers LeBron James and Kyrie Irving, women’s tennis No. 1 Serena Williams and soccer players Cristiano Ronaldo and Neymar.

“When it comes to great athletes, I’ll take the Nike roster any day,” he said.

Edwards said Nike was working to expand its basketball business into new areas, such as women’s and children’s gear and more fashion-focused products. It also has big plans for its sponsorship of the National Basketball Association (NBA), which it takes over from Adidas in September 2017.

“Basketball runs deep at Nike,” he said. “We can’t wait to share what’s coming.”

NPD’s Powell believes Nike will rebound soon: “My gut is that this is a very temporary soft patch for them,” he said. “They can reverse that trend pretty quickly.”

About the Author
By Reuters
See full bioRight Arrow Button Icon

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Retail

John Furner
SuccessCareers
Walmart CEO John Furner worked his way up from the garden center. After 30 years, he’s sharing the one trait that matters most in his job
By Preston ForeJune 4, 2026
2 days ago
coo
ConferencesCOO Summit
From ‘reinvention exhaustion’ to ‘friction absorption’: the e-commerce elves who make your groceries and clothes appear are worn out
By Nick LichtenbergJune 3, 2026
3 days ago
kirol
ConferencesCOO Summit
‘Stop building silos of excellence’: Peloton’s COO has a Navy playbook for the new era of supply chain chaos
By Nick LichtenbergJune 3, 2026
3 days ago
How Victoria’s Secret CEO ditched its identity crisis—and delivered record-breaking results
RetailVictoria's Secret
How Victoria’s Secret CEO ditched its identity crisis—and delivered record-breaking results
By Eva RoytburgJune 2, 2026
4 days ago
petersson
ConferencesCOO Summit
Anthropic’s office launched an AI-run vending machine. It evolved into AI-run stores and cafes within a year
By Nick LichtenbergJune 2, 2026
4 days ago
Macy's collage
Magazine250 Years of Innovation
An AI overhaul at Macy’s is fueling the 168-year-old retailer’s turnaround
By Phil WahbaJune 2, 2026
4 days ago

Most Popular

AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons
AI
AI CEOs from OpenAI, Anthropic, and Microsoft set aside their rivalry to warn Congress AI is making it too easy to design and create bioweapons
By Marco Quiroz-GutierrezJune 5, 2026
1 day ago
Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says
Economy
Social Security faces a 24% cut in 2032—that's a $345 billion hit to retirees nationwide, watchdog says
By Nick LichtenbergJune 5, 2026
2 days ago
MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing
Success
MacKenzie Scott's approach to her $26 billion giving spree was inspired by a book she read in college about writing
By Sydney LakeJune 5, 2026
2 days ago
Current price of oil as of June 5, 2026
Personal Finance
Current price of oil as of June 5, 2026
By Joseph HostetlerJune 5, 2026
1 day ago
Billionaires Elon Musk and Mark Zuckerberg used mortgages to buy multimillion-dollar mansions. Here’s why that’s a savvy financial decision
Real Estate
Billionaires Elon Musk and Mark Zuckerberg used mortgages to buy multimillion-dollar mansions. Here’s why that’s a savvy financial decision
By Sydney LakeJune 6, 2026
9 hours ago
Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy
Cybersecurity
Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy
By Sasha RogelbergJune 3, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.