On July 23, Nike declined 3.02% in regular trading, trading at $40.93/share, with turnover of $231 million. The stock continued its slide following the company's announcement to terminate online distribution partnerships with thousands of Chinese distributors effective January 2027.

Multiple Wall Street analysts expressed skepticism about the move. BNP Paribas analyst Laurent Vasilescu characterized the decision to terminate this significant sales channel as a strategic mistake, while Citi analysts called it an extreme and risky strategy that opens the door for competitors to capture market share. Separately, UBS flagged a structural headwind as younger consumers increasingly shift spending toward sports trading cards and collectibles, potentially weakening Nike's cultural connection with sneaker enthusiasts.

Nike's plan consolidates Chinese online sales to official flagship stores on Tmall, JD.com, and Douyin, plus its own website and app. China, Nike's third-largest market globally, has experienced two consecutive years of declining sales. The company's largest Chinese distributor, Topsports International, confirmed that Nike online platform sales represented approximately 22% of its total revenue, translating to roughly 5.6 billion yuan in affected sales.

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