A woman browses her phone while walking past a Nike logo inside a shopping mall in Beijing on June 2, 2021. Photo by Nicolas Asfouri/AFP via Getty ImagesFor decades, Nike dominated the global athletic footwear market. However, the company is now facing one of the most difficult periods in its history.Nike’s global market share has declined for three consecutive years, while its stock price and market value have fallen sharply from its pandemic-era highs. In the United States, the company is also facing investigations due to its diversity, equity, and inclusion (DEI) practices.
Nike Struggles to Regain Footing Amid China Headwinds and Falling Sales
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