1 Big Reason Nike's Turnaround Is Taking Longer Than Expected

Published July 5, 2026 · Category: Finance

Overview

Nike (NYSE: NKE) desperately wants to get back in shape financially, but its "Win Now" turnaround campaign is being held back for one main reason: China. While the retailer's fourth-quarter results actually beat Wall Street's expectations, revenue in Greater China fell a whopping 17% in the quarter and 13% in fiscal year 2026.

"Win Now" is, however, showing signs that it's beginning to work in other capacities. Nike's running business has grown by double digits for five consecutive quarters. Nike is also rebuilding its wholesale relationships.

Details

Wholesale revenue grew 4% year over year in the fourth quarter. Nike Running also gained market share in both Western Europe and North America. The brand also believes margin expansion could begin this quarter, earlier than the company's original projection.

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Source

Originally published at www.fool.com.

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