No shortcuts for Nike in China

27/03/2013
Following the publication of Nike’s third-quarter revenues on March 22 (Nike says ‘relentless innovation’ behind rising revenues), the Financial Times has said that China is the sports brand’s Achilles heel.

The figures for the third quarter show an overall increase in revenues of 16%, but a 9% decline in China. Quoting the president of Nike China, Charlie Denson, the newspaper said efforts to clear existing inventory and improve merchandise would take some time.

“We are being aggressive where we can and patient where we must. We’re not taking any shortcuts in China,” Mr Denson said.