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On Binance, the perpetual contract NKEUSDT for Nike shares is about to be released or has already been released. Therefore, before trading begins, briefly about what is happening with the company right now.
The main change in recent years is related to sales channels. Nike has been actively developing NIKE Direct, reducing its dependence on wholesale partners. Now the figures show the opposite direction: in FY2026, wholesale sales increased by 6% to $27.5 billion, while NIKE Direct fell by 6% to $17.7 billion. Nike Brand Digital sales dropped by 12%, and sales from company-owned stores fell by 4%.
At the same time, Nike is carrying out a major reorganization. Under the Sport Offense model, about 8,000 employees were moved to sports teams. The company is also combining the product development, design, and innovation functions.
The running segment is only one example here. Running was among the first segments moved to the new structure. Nike reworked the Pegasus, Vomero, and Structure lines and simplified the range of running shoes.
At the same time, the reduction affects not only the structure. In FY2026, Nike recognized approximately $385 million in severance-related expenses associated with organizational changes.
Financial results remain mixed. Nike’s revenue for FY2026 was $46.4 billion, but net profit fell by 3% to $3.1 billion. Converse’s revenue for the year dropped by 31%. Nike Brand sales in Greater China and EMEA also declined.
At the same time, the company continues to return to wholesale partners. In August, Nike announced the appointment of a new Chief Commercial Officer, responsible for both Nike Direct and global sales, with the goal of strengthening both channels.
Against this backdrop, the stock itself is telling. According to Reuters, as of September 23, Nike shares were down by about 43% since the beginning of 2026. At the same time, JD Sports’ CFO said that partners see improvements in certain Nike product categories, including Running.
At the time of preparing the material, in the premarket $NKE is approximately around $36.4.
Now this asset is also appearing on Binance as NKEUSDT. This is a perpetual futures contract, not the Nike stock itself. Its launch comes amid the downsizing of NIKE Direct, growth in wholesale, a large-scale reorganization, reduced spending, and ongoing issues in certain regions and brands.