Nike’s core business is facing a ‘disturbing’ decline

Nike store
Nike isn’t out of the woods yet. Getty/Drew Angerer

Nike may have beat Wall Street’s estimates when it reported earnings last week, but its troubles are far from over.

Though growth in China and emerging markets boosted worldwide revenue, the core US business still lagged behind, remaining flat year over year.

This doesn’t bode well for the world’s largest sportswear company. As the US is still Nike’s biggest market and the market where it has

The US is still Nike’s biggest market and also where it faces the least amount of competition from rivals like Adidas. Some industry experts are expressing concern.

“The continued decline of Nike’s U.S. business is disturbing,” NPD Group’s Sports Industry Analyst Matt Powell told Benzinga.

Not only were sales overall flat, but futures — a key metric that measures retailer demand for product — were reported down by 10%. As Nike shifts from a wholesale to sell more product directly to consumers, this number is becoming less important. But it still signifies that some stores are finding it difficult to sell Nike’s offerings.

“To my eye, Nike is on sale now more than ever. Our industry was built on aspiration and inspiration, not on price,” Powell said.

Nike is in the midst of a restructuring plan after seeing revenues slip as of late. The company is laying off roughly 1,400 employees as for its “Consumer Direct Offence” to revive sagging sales.

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