Starting in January 2027, Nike plans to focus on its marketplaces on TMall, JD.com, and Douyin in China – as well as its own app and website.

These official flagship digital marketplaces will serve as Nike’s only online shopping destinations in the region, as the sportswear giant aims to create “a more consistent, premium and connected marketplace”.

Other online storefronts for Nike will “transition out” of selling Nike products, although there will be some exceptions.

Sparks stressed that the plans were not focused on “reducing access” in China.

“This is about strengthening the platforms where consumers already begin and end their shopping journey, making sure those experiences are direct, consistent and unmistakably Nike,” she explained.

Nike also plans to improve its physical retail stores in China by enhancing product presentation, service, and assortments.

Yu Wu, chairman, CEO & executive director of Topsports, Nike’s largest distributor in China, commented: “This adjustment will bring some short-term pressure to our business. But we firmly believe that, over the medium– to long-term, this direction will help promote a healthier, more orderly, and more sustainable retail ecosystem in China, while further improving consumer experience and product appeal.

“Looking ahead, we will continue to work closely with Nike, leveraging our strengths in offline retail operations, local consumer service and deep market development across city tiers. Through new concept sport stores and high-quality physical retail experiences, we will bring Chinese consumers richer and more meaningful sport experiences.”

Focus on locally-created product in China

Nike also named its first Greater China vice president of local product creation, who will focus on products designed, developed and made in China – specially for Chinese consumers.

Sparks said this would be essential in delivering the required “speed, relevance and precision” for the Chinese market.

Recent years have seen Nike falter in the Chinese market, as flat sales in the region have dragged down its overall performance in FY26.

“Nike’s future in Greater China is bright,” Sparks added. “We remain deeply committed to building that future, one grounded in a stronger, more connected, elevated marketplace, both online and in-store, and focused on serving athletes across Greater China better than ever before.”