Nike shakes up distribution strategy with online sales halt for China

Nike is set to stop most of its retail partners in mainland China from selling its products online as part of a major overhaul of its distribution strategy.
From 1 January 2027, Nike will concentrate ecommerce sales through its own website and app, alongside official Nike stores on Tmall, JD.com and Douyin.
The majority of Nike’s 16 retail partners in China, which operate thousands of its physical stores, will no longer be authorised to sell the brand online and will instead focus primaril