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The Economic Times

Global Business / The Economic Times

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Nikes shoe doesn't fit: How did the swoosh lose its winning edge?

Nikes decline is raising questions about how the sportswear giant lost its competitive edge. Falling revenue, a collapsing market value, weaker China sales, inventory pressure and growing competition from Hoka, On, Adidas, Anta and Li Ning have challenged its dominance. CEO Elliott Hill is rebuilding wholesale, product innovation and regional strategies as Nike fights to restore growth and brand appeal.

7 Sep 2026 3:08 pm