NIKE, Inc.
NIKE, Inc. designs, develops, markets and sells athletic footwear, apparel, equipment, accessories and services worldwide. The company operates through NIKE Direct, which includes owned stores and digital commerce, and through wholesale accounts, with products sold under the NIKE, Jordan and Converse brands.
Fiscal year 2026 · change from previous year
Development 2021–2026
Business
Share of revenueRunning, training, basketball, lifestyle and other sport footwear sold under NIKE and Jordan.
Sportswear and athletic apparel sold through wholesale, stores and digital channels.
Sports equipment, bags, socks and related accessories for athletic use.
Company-owned retail stores and digital commerce sold directly to consumers.
Casual sneakers, apparel and accessories sold under the Converse brand.
Products
Reported · share of revenue- Footwear65.8 %
- Apparel29.1 %
- Sporting Equipment4.8 %
- Other0.3 %
Source: 10-K FY2026, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.
Customers
NIKE sells to consumers through its own stores and digital platforms, and to wholesale accounts such as footwear stores, sporting goods stores, department stores and specialty retailers. It also licenses certain products and offers sport-focused digital services and experiences that support consumer engagement and brand loyalty.
Buy footwear, apparel and accessories through NIKE-owned stores and digital platforms for brand access and convenience
Buy NIKE and Jordan products for resale through athletic specialty, sporting goods and department stores
Buy or sell NIKE-branded products in markets where NIKE uses local partners
Buy casual sneakers, apparel and accessories under the Converse brand
Manufacture and sell selected NIKE-owned trademark products under license
Strategy
NIKE’s strategy centers on sport-led product innovation, stronger consumer connections and a more compelling experience across digital and retail channels. The company also uses brand marketing, product management and channel mix decisions to support new product launches and maintain long-term brand relevance.
Keeps the assortment fresh and supports premium brand demand
Direct relationships improve brand control and repeat purchasing
Wholesale remains a major route to market and brand visibility
Supports product launches and reinforces athlete-led brand equity
Geography
2025NIKE operates globally, with reportable NIKE Brand segments in North America, Europe, Middle East & Africa, Greater China, and Asia Pacific & Latin America, plus the Converse segment. Fiscal 2025 revenue was concentrated in North America and EMEA, while Greater China and APLA remain important international markets; the company also relies on a large network of overseas manufacturing and distribution facilities.
Risks
NIKE faces intense global competition, rapid shifts in consumer preferences and exposure to foreign exchange, tariffs and other cross-border trade risks. Its direct-to-consumer and wholesale model also creates inventory, channel mix and retail execution risk, while manufacturing dependence on independent contractors adds supply-chain and quality exposure.
- Consumer preference and product trend riskImpact: HighLikelihood: Medium
Demand depends on the popularity of specific designs, categories and sports
Exposure: Footwear and apparel assortments
- Global trade and currency riskImpact: HighLikelihood: Medium
Revenue and costs span many countries and currencies
Exposure - Inventory and channel mix riskImpact: HighLikelihood: Medium
Direct and wholesale channels require careful demand forecasting and allocation
Exposure - Supply chain and quality riskImpact: HighLikelihood: Medium
Most products are made by independent contractors outside the U.S.
Exposure - Retail execution and lease riskImpact: MediumLikelihood: Medium
Owned stores carry fixed rent, build-out and staffing commitments
Exposure
Accounting
Judgemental itemsReturns, discounts and claims are estimated and can change reported revenue
Impact: Net revenues and receivables
First and fourth quarters have historically been stronger than second and third
Impact: Quarterly comparability
Corporate results include hedge gains and losses tied to revenue exposure
Impact: Other income/expense and revenue volatility
Markdowns and excess inventory can require write-downs
Impact: Gross margin and inventory valuation
Owned retail stores involve substantial operating lease commitments
Impact: Right-of-use assets and lease liabilities
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Last updated: 24/09/2026