Nike, Inc. (NKE.US) plans to stop supplying thousands of online distributors in China from January 2027 as it restructures its e-commerce market strategy and juices growth of its China business.

Starting 2027, Nike's online business will shift to its official website and applications, as well as flagship stores operated on Tmall, JD-SW (09618.HK) -7.100 (-5.863%) Short selling $569.65M; Ratio 32.428% and Douyin.

Nike's newly appointed Vice President and General Manager for Greater China, Cathy Sparks, said these new official flagship stores will become the core platforms for delivering a unified and higher-standard presence across major platform ecosystems. She emphasized that the move is not intended to reduce consumers' purchasing channels, but to reduce channel fragmentation and improve the end-to-end consumer experience.

TOPSPORTS (06110.HK) -0.280 (-14.660%) Short selling $3.18M; Ratio 16.139% , Nike's largest distributor in China, expressed support for Nike's decision. CEO Yu Wu said in a statement that the company has cooperated with Nike for 27 years based on the principles of mutual benefit and shared growth, acknowledging that the adjustment will bring some short-term pressure to the company's business. However, the company believes that in the medium to long term, this direction will build a healthier, more orderly and more sustainable retail ecosystem in China, while further enhancing consumer experience and product value.
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