Nike Bets on New Brands While Rebuilding Its Position in China
Jun/02/2026
Nike moved to strengthen its intellectual-property portfolio in May with new U.S. trademark filings for TOMA and JUMPMAN, covering a broad ecosystem that extends beyond apparel and footwear into sports training, youth athletics, fitness services, gaming, virtual goods, augmented reality experiences, luggage, and accessories. The filings reflect the company’s ambition to deepen engagement across both physical and digital lifestyles at a time when its most pressing commercial challenge lies in China. Once regarded as a cornerstone of Nike’s global growth strategy, the market has become a source of mounting pressure, with revenue over the past three quarters running 28% below levels seen five years ago despite robust expansion in China’s sportswear sector. Domestic rivals such as Anta and Li-Ning have narrowed the innovation gap, accelerated product development, and captured younger consumers with competitive pricing and locally tailored designs. Nike has responded with a “China-for-China” strategy focused on localized products, store modernization, inventory rationalization, and stronger digital commerce execution. While management reports improving traffic and double-digit growth in running categories, the company acknowledges that rebuilding momentum will require faster adaptation to a consumer landscape where national brands increasingly define trends and where global prestige alone is no longer sufficient to secure market leadership.
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