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Nike Sinks as Gloomy Sales Forecast Fans Growth Concerns

The Nike swoosh logo is seen outside the store on 5th Ave in New York, New York, US, March 19, 2019. (Reuters)
The Nike swoosh logo is seen outside the store on 5th Ave in New York, New York, US, March 19, 2019. (Reuters)
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Nike Sinks as Gloomy Sales Forecast Fans Growth Concerns

The Nike swoosh logo is seen outside the store on 5th Ave in New York, New York, US, March 19, 2019. (Reuters)
The Nike swoosh logo is seen outside the store on 5th Ave in New York, New York, US, March 19, 2019. (Reuters)

Nike shares slumped 15% premarket on Friday as a forecast for a surprise drop in annual sales amplified investor concerns about the pace of the sportswear giant's efforts to stem market share losses to upstart brands such as On and Hoka.

The company on Thursday projected a mid-single-digit percentage fall in fiscal 2025 revenue, compared to analysts' estimates of a near 1% rise, dragging shares of rivals and sportswear retailers across Europe, UK and US on Friday, Reuters reported.

British sportswear retailer JD Sports fell as much as 6.6% and Germany's Puma lost 4%, while Adidas was flat after briefly rising nearly 2%.

"Nike shares are headed for a stay in the proverbial penalty box until new product innovations actually start to manifest themselves and management regains investor trust," Wedbush analyst Tom Nikic said in a note.

To be sure, Nike has cut back on oversupplied brands including Air Force 1 to curb a worsening sales decline as part of a $2 billion cost-cutting plan launched late last year.

Nike is set to roll out this year an Air Max version and Pegasus 41 with full-length foam midsole made from ReactX to boost sustainability, responding to concerns over stagnating innovation.

The company was "also accelerating planned reductions for our three largest franchises ... while we have work to do, we are very focused on scaling the newness to offset this planned reduction," CEO John Donahoe said on a post-earnings call.

Newer sporting goods brands, including Hoka, Asics, New Balance and On, accounted for 35% of global market share in 2023 compared to the 20% held over the 2013-2020 period, according to a RBC research report released in June.

"They know where the problems are, but they're having trouble right now generating demand and it is going to be a transition period that is going to take some time in different markets," Morningstar analyst David Swartz said.

Nike's US market share in the sports footwear category fell to 34.97% in 2023 from 35.37% in 2022, and 35.40% in 2021, according to GlobalData.

At least six brokerages downgraded the stock and 15 cut their price targets on Nike.

Nike's shares were trading at 25.13 times profit estimates while On and Deckers were trading at 37.41 and 31.13 times earnings expectations.

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Fashion

Zara Opens Flagship Store in China’s Nanjing with Cafe and Content Creation Studio 

People walk outside a newly opened Zara flagship store in Nanjing, Jiangsu province, China March 20, 2025. (Reuters)
People walk outside a newly opened Zara flagship store in Nanjing, Jiangsu province, China March 20, 2025. (Reuters)
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Zara Opens Flagship Store in China’s Nanjing with Cafe and Content Creation Studio 

People walk outside a newly opened Zara flagship store in Nanjing, Jiangsu province, China March 20, 2025. (Reuters)
People walk outside a newly opened Zara flagship store in Nanjing, Jiangsu province, China March 20, 2025. (Reuters)

Inditex-owned fast-fashion retailer Zara opened what it dubbed a new-style Asia flagship store in the eastern Chinese city of Nanjing on Friday as part of its global push to cut underperforming shops and double down on larger retail formats.

The Spanish company has put in place more digital integration and spaces designed to encourage shoppers to spend more time in-store, with the new features to be trialed in China before it decides whether to expand them to other markets.

The need to revitalize Zara's retail network has been particularly apparent in China. Multinational brands targeting the country's middle-class consumers have been squeezed by a broader spending slowdown as well as increased competition from local brands with nimble domestic supply chains and strong digital presences.

At 2,500 sq m (26,909 sq ft) spanning two floors, the Zara store in Nanjing's central business district of Xinjiekou includes a salon for private shopping experiences, complete with a lounge area and personal change rooms.

It also has a "fit check" studio with multiple cameras and lighting settings where customers can shoot their own video content and download it directly to their phones. Both are available to book via popular social messaging app WeChat.

The downstairs area also features the first Zacaffe coffee shop concept outside of Spain.

It is not the first time Zara has experimented with new concepts in China before exporting them to other markets. Its popular series of livestreamed shopping shows on Douyin, the Chinese version of TikTok, last year led the brand to experiment with similar livestreams in Europe and the US.

Inditex has been shrinking its store footprint globally over the past few years, seeking to optimize its selling space by focusing on flagship outlets in prime locations and ramping up online sales.

As recently as 2019 Inditex had 570 stores in China, its biggest physical footprint after Spain. That number had fallen to 132 as of January 31 this year.