To bolster its presence in a key market, Nike Inc. is launching a new creative studio in Shanghai.
As indicated by recent job listings, the facility, part of Nike’s internal production unit, Icon Studios, will be responsible for creating content across digital films, social media, live streams, e-commerce, and product photography.
Over the past few years, Nike has steadily expanded its operations in China, establishing a technology center in Shenzhen and a sports research lab in Shanghai. The company aims to deepen its connection with Chinese consumers and regain market share in a region that generated US $ 7.5 billion in revenue in fiscal 2024, accounting for 15 per cent of global sales.
Soon after returning from retirement to assume the CEO position, Elliott Hill traveled to China late last year. In March, he identified Shanghai as one of Nike’s five most important cities globally, alongside Beijing, New York, Los Angeles, and London.
Speaking during a December investor call, Hill voiced strong optimism about China’s long-term outlook. He highlighted Nike’s strategy of designing products in China specifically for local consumers and underlined the value of the country’s product development research center.
However, ongoing concerns about US tariffs introduced during Donald Trump’s presidency have affected Nike’s performance, with shares falling 27 per cent year-to-date.
