曾经的运动品牌领导者耐克正面临严重的市场困境。公司股价在过去五年内下跌75%，并于上月被剔除标普100指数1。最新财报显示，该季度收入为110亿美元（83亿英镑），低于分析师预期1，其中中国市场收入下降26%1。股价在财报发布后的延长交易中进一步下跌超过8%1。
战略失误加剧了耐克的衰退。分析师指出，公司犯了"多个战略错误"，包括切断与零售商的关系、停止产品创新以及导致市场过度饱和1。为应对危机，首席执行官埃利奥特·希尔于两年前从退休中被召回，推行转折计划1，公司计划到2031年节省25亿美元，其中包括裁员1。耐克预计今年收入将下降"个位数高端"1。
品牌影响力的丧失进一步拖累了公司前景。足球明星姆巴佩日前结束与耐克长达20年的合作关系，转投瑞士竞争对手On1，这一变动凸显了耐克在吸引顶级运动员方面的困难。虽然耐克仍保有行业领导者地位，但复苏将需要较长时间1。
Nike, the world's largest sportswear brand, is facing a significant downturn marked by declining sales, market share losses, and sharply reduced investor confidence.1 The company's stock has fallen 75% over the past five years and was removed from the S&P 100 index last month.1 Most recently, the company reported quarterly revenue of $10.9 billion, falling short of analyst expectations.1 China, a critical market, saw revenue decline by 26%.1 In extended trading following the earnings release, Nike's share price dropped more than 8%.1
The company's struggles have been compounded by high-profile defections. Star footballer Kylian Mbappé ended his 20-year partnership with Nike and switched to Swiss competitor On, a move that underscores the brand's weakening appeal.1 To address its challenges, CEO Elliott Hill, who was called back from retirement two years ago to lead the turnaround, is implementing a restructuring plan.1 The company aims to save $2.5 billion by 2031, with plans that include workforce reductions.1 Nike expects revenue to decline by a high single-digit percentage this year.1
Analysts attribute Nike's deterioration to multiple strategic missteps, including severing relationships with retail partners, reducing product innovation, and oversupplying the market.1 Despite remaining an industry leader, the company faces a lengthy recovery path ahead.1
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