Nike has told its top mainland China distributors, including Topsports and Pou Sheng, that it will fully end online sales channels in mainland China from 2027, keeping only its official flagship store online, according to Jiemian News. The move is aimed at regaining pricing control after years of heavy discounting, but it will hit distributors and smaller online sellers that relied on Nike inventory.

Jiemian News reported that Nike’s China revenue fell 11% year on year to $5.847 billion in 2026, marking a ninth straight quarter of negative growth. The report said Nike’s Air Force 1 retails for 799 yuan, but some channels are selling it for about 550 yuan, while the AJ1 Low OG "Banned" launched at 1,099 yuan in May and was already trading above 800 yuan on the secondary market within five hours. Nike CEO Elliott Hill said on an earnings call that the company had become a lifestyle brand competing on price in China.