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Analysts who follow Nike are expressing skepticism about its move to consolidate online sales in China. The company said Wednesday that it will cut off most of the third-party e-commerce vendors who sell its products, consolidating sales into about a dozen of the country’s top e-commerce platforms and Nike’s own Chinese-language website and app. “The decision to terminate this very important channel is a strategic misstep in our view,” said Laurent Vasilescu, an analyst at BNP Paribas.

Nike has lost nearly a third of its value in 2026 while one major analyst firm sees a potential double from current prices, putting the stock at the center of a fierce debate between patient value buyers and skeptics calling it a value trap.

The change means most of Nike's 16 store partners in China, which together own and operate thousands of Nike outlets, will stop selling online and shift entirely to in-store retail.

Sportswear giant moves to regain control of its digital brand

The company is simplifying its digital network as it tries to revive growth in a key market.

Starting in January, Nike's digital presence in China will shift to its own channels and flagship storefronts on Tmall, JD.com, and Douyin

Revenue in the region fell 12% in the brand’s most recent quarter and has been dragging down the company’s turnaround.

Sales will run through Nike's own channels plus Tmall, JD.com and Douyin from January

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Investors are questioning whether the sportswear giant can get back to its winning ways.

Nike will revamp its China business by focusing on online sales through official channels.

Nike will shift online sales to its official website and app, as well as its flagship stores on e-commerce platforms Tmall, JD.com and Douyin from January.

Nike continued to spin its wheels as it attempted a turnaround.

In recent months, Nike completed its share repurchase program announced in June 2022, buying back 124,360,522 shares for US$12,124.68 million, while also facing weak consumer demand, discounting in key Sportswear and Jordan lines, and criticism from LeBron James about losing cultural relevance. The company also missed out on World Cup final exposure as Adidas-sponsored teams dominated the spotlight, limiting Nike’s tournament-related brand visibility and merchandise potential just as it is...

Spain and Argentina's Adidas-clad final may shift tournament merchandise demand away from Nike.

Deckers heads into Q1 earnings results with strong HOKA and UGG momentum, but tariffs and higher investment spending may have pressured profitability.

Alphabet headlines a pivotal earnings week as investors watch AI spending plans, while central bank decisions and global events shape market sentiment.

Jim Cramer dumped tech stocks ahead of Intel, Tesla, and Alphabet earnings, reviving bets on the Inverse-Cramer Effect.

Today, July 20, 2026, semiconductor and AI infrastructure shares pared early gains as U.S.-Iran tensions and crude oil gains pressured markets.

Though Nike might have won when it came to media exposure with its blockbuster campaign, Adidas reigned on the sales front, according to early data.

NKE is betting on new performance products, advanced technologies and its Sport Offense strategy to reignite demand and drive long-term growth.

Gas prices top $4 a gallon again, Nike loses the World Cup, SpaceX eyes data center deal, and more news to start your day.

LeBron James has been helpingNike (NKE) sell basketball sneakers for more than two decades. Now he’s giving the company a harsh diagnosis. Speaking at the CNBC x Boardroom Game Plan Summit, James said Nike needs to reconnect with local communities and listen more closely to consumers if it wants to ...

Investing.com -- Cash balances of U.S. companies swelled in the first quarter of 2026, with most companies aggressively deploying money back into their businesses, according to Morgan Stanley.

Berkshire Hathaway Class B shares are being discussed as a potential addition to the Dow Jones Industrial Average. The change would involve Berkshire Hathaway replacing Nike in the index. This potential adjustment to the Dow has not yet been officially announced or scheduled. Berkshire Hathaway, listed as NYSE:BRK.A for its Class A stock, sits at the center of this possible reshuffle of the Dow Jones Industrial Average. The company spans insurance, rail, utilities, manufacturing, and...

Nike has had bad World Cup luck: The powerful teams it provides gear to didn’t make the final. But it also ran out of Team USA jerseys at the wrong time.

Nike's restructuring, which it launched in April 2026, has already led to several store closings, layoffs, and an exit from a business partnership. And now the popular sneaker company has closed two more locations on opposite sides of the country as part of its national retail strategy, according ...

These two beaten-down consumer giants could reward investors willing to look past today's challenges and think 10 years ahead.

The sportswear company restocked the team jerseys this week, well after the U.S. was eliminated from the World Cup.

Taiwan Semiconductor Manufacturing posted its fifth straight quarter of record earnings earlier today, but that wasn’t enough to cheer investors. The Nasdaq slipped 1.5%, with Sandisk Western Digital and Marvell among the biggest losers. The PHLX Semiconductor index was off 4.3%.