Nike Cuts Promos, Running Surges

Nike’s strategy is at a crossroads. The company is slashing digital promotions and repositioning its direct-to-consumer channel as premium, aiming to rebuild profit margins while the rest of the athletic apparel market drowns in discounts and unsold inventory. Running is powering the turnaround — think five straight quarters of double-digit growth and $1 billion in new business for Nike’s Running division — but lifestyle categories like Sportswear and Jordan remain sluggish. If consumer demand doesn’t bounce back, Nike risks inventory pileups and continued markdowns, threatening its comeback plan.

But here’s the catch: Nike’s pulling back on discounts just as its wholesale partners are feeling the pinch, and rivals like adidas are doubling down on direct sales outside the U.S. Nike’s answer is innovation — launching its first fully 3D-printed Air Max with Zellerfeld and rolling out city-specific drops, all designed to stoke demand and keep prices high. Yet most of these launches are limited runs, so the real test is whether they move the needle on sales and margins, or just generate hype.

Based on reporting from The Globe and Mail, Sneaker News, The Business of Fashion, and direct statements from Nike Chief Sustainability Officer Cimarron Nix.

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