Nike revitalizes China strategy with Jordan Brand focus
Nike’s renewed focus on the Jordan brand in China aims to revitalize its market presence amid challenges from local competitors and economic slowdown. The strategy includes a flagship store in Beijing’s trendiest area, featuring exclusive products like cashmere ponchos and limited-edition collaborations with local artists. Despite a decline in Nike’s overall sales share in China, the Jordan brand remains resilient, appealing to both older, affluent consumers and younger demographics through strategic partnerships with Chinese basketball stars and streetball tournaments. This approach underscores Nike’s strategic shift towards leveraging Jordan’s cultural appeal to reengage Chinese consumers and regain market share in the region.