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Nike in deepest slump since Covid crisis

Nike in deepest slump since Covid crisis

This summer, Nike experienced its biggest sales drop in four years. In fact, the trainer brand withdrew its guidance for the rest of the year. All eyes are now on new CEO Elliott Hill…

New rivals

Nike announced the biggest sales slump since the start of the Covid pandemic: in the summer quarter (June-August), sales fell 10% to 11.59 billion dollars (10.47 billion euros). Gross margin rose slightly to 45.4% from 44.2% a year earlier, but earnings per share dropped more than a quarter to 0.70 dollars.

The biggest drop (-13%) was seen at Nike Direct, the brand’s direct-to-consumer arm, although wholesale revenue was also down 8%. China continued to perform weakly as well. Nike faces strong competition from new rivals such as Deckers’ Hoka and On, backed by Roger Federer.

Strengthening relationships

Under the leadership of previous CEO John Donahoe, Nike focused on direct sales to consumers through its own shops and websites. However, this strategy led to reduced partnerships with retail partners, allowing players like Foot Locker and Dick’s Sporting Goods to push alternative brands forward and make them big.

New top executive Elliott Hill, who previously spent 32 years at Nike, therefore faces the tough job of reviving the footwear giant. It will be his job to rebuild relationships with both retail partners and consumers, with innovation and new product launches, among other things.

In anticipation, Hill gets a reprieve: Nike is cancelling its upcoming investor day and shelving full-year forecasts. Analysts predict a further sales decline of 8% to 10% in the current quarter, while the year-end season may also be one with lots of discounting and less traffic on its digital platforms. “A comeback on this scale takes time, but we are seeing early progress,” maintains chief financial officer Matthew Friend.

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