Thu Dec 18 21:10:00 UTC 2025: Okay, here’s a summary of the text and a rewritten version as a news article:
Summary:
Nike’s Q2 2026 earnings and revenue beat Wall Street expectations, driven by strong sales growth in North America. However, revenue in Greater China declined significantly. The company is in the midst of a turnaround strategy under CEO Elliott Hill, focusing on wholesale relationships and clearing out old inventory. Wholesale revenue is up, while direct sales are down. Despite the earnings beat, Nike’s stock price dipped in extended trading.
News Article:
Nike Soars in North America, Stumbles in China, but Beats Expectations
NEW YORK – Nike (NKE) reported a strong second quarter for fiscal year 2026 on Thursday, exceeding Wall Street’s earnings and revenue estimates, thanks to a significant surge in North American sales. However, a sharp decline in revenue from Greater China tempered overall results.
The athletic apparel giant announced North American sales jumped 9% to $5.63 billion. Conversely, revenue in the critical Greater China market plummeted 17% to $1.42 billion, raising concerns about the company’s performance in the region.
These results come as CEO Elliott Hill enters his second year of implementing a turnaround strategy aimed at revitalizing growth and reclaiming market share. Key components of this strategy include focusing on wholesale partnerships, clearing out excess inventory, and investing in core wholesale relationships.
The shift appears to be paying off in some areas. Wholesale revenue climbed 8% to $7.5 billion during the quarter. However, direct sales, a previous area of focus for Nike, fell 8% to $4.6 billion, reflecting a strategic pivot under Hill’s leadership.
Despite the positive earnings report, investors reacted cautiously. Nike’s stock dipped about 2% in extended trading. The company’s shares are down more than 13% year-to-date as of Thursday’s close.
This is a developing story. Check back for updates.
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