Nike (NKE): China recovery, DTC strategy, and margin rebuild into 2026
Nike’s next chapter is being written across three intertwined fronts: repairing and accelerating its China business, reshaping distribution around higher‑margin direct‑to‑consumer (DTC) channels, and rebuilding profitability after several years of inventory missteps, discounting, and cost inflation. As the company looks toward 2026, the central question is whether its brand power, product cycle, and channel strategy can re‑ignite sustainable growth while structurally lifting margins.
Because there is no live financial or operating data available here, the discussion below is a strategic and thematic analysis, not a recap of specific quarters, and it should not be treated as a real‑time earnings summary or investment advice.
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