Nike set to build out new Shanghai studio in China push

Nike Inc is opening a new creative studio in Shanghai as the world’s largest sportswear company pumps investment into one of its most crucial markets. The in-house production division, called Icon Studios, will create content including digital videos, product photography and projects across e-commerce, social media and livestreaming, according to new job listings. Nike ramps up China investment despite sales slowdown Nike has been adding new facilities in China in recent years, including a technology center in Shenzhen and a sports research lab in Shanghai. The company is looking to get closer to Chinese shoppers and recapture in a market that accounted for $7.5 billion in annual revenue in fiscal 2024 — or 15% of global sales. That’s down from fiscal 2021, when sales of nearly $8.3 billion represented 19% of the total. New Chief Executive Officer Elliott Hill visited the country late last year shortly after coming out of retirement to take the top job. Nike shares are down 27% so far this year amid concerns about the impact of U.S. tariffs under President Donald Trump. “We continue to be excited about China long-term,” Hill told investors in December. He added that the company is “making product of China, for China,” and referred to the product-development research lab in the country. Shanghai, Beijing among Nike’s top global cities for future growth Hill said in March that Shanghai is one of Nike’s five key cities — alongside Beijing, New York, Los Angeles and London. Nike has another Icon department in Los Angeles, which produces marketing imagery and video for the company’s products. Former Apple marketing executive Jason King is leading Icon for Nike in Shanghai. Management plans to add about two dozen employees to the group, with roles in production, video editing, business planning, operations and logistics, according to the listings. The in-house production studio will deliver “‘China-right’ creative content at speed and scale,” according to the listings. A representative for Nike declined to comment. By Kim Bhasin

Nike set to build out new Shanghai studio in China push

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Published April 15, 2025

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Nike set to build out new Shanghai studio in China push