Nike Launches Studio Fleece

Nike is betting big on a women-led launch—Studio Fleece, built for longevity and simplicity, hits global shelves with tech-forward features and a promise: no more color fades even after 30 washes. With only two colorways and prices from $60 to $95, Nike is trying to spark full-price demand and escape the markdown spiral that’s eroded its sportswear sales, all while paring back heavy discounting in China and restructuring under new CEO Elliott Hill. If Studio Fleece convinces shoppers to pay up and rebuy, it could ease pressure on margins and set the tone for Nike’s next dozen-plus footwear drops through Holiday 2026.

But here’s the catch: Nike is shuttering partner-run online shops in China by 2027—a move Bernstein estimates could wipe out $1 billion in revenue, even as margins improve and Adidas swoops in for share. The bet is that Chinese shoppers will follow Nike into official, full-price channels and locally designed products, but if they don’t, years of share loss could get worse. Meanwhile, Nike is doubling down on outlets in the UK, hoping that controlled discounting can clear inventory without killing brand heat, yet risking that too many deals might drag down average prices across Europe.

Based on reporting from Retail Dive, WWD, and Bernstein.

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