Nike's China GM expects market rebound

One of Sparks' first major initiatives is bringing NikeSKIMS to China through a five-month pop-up at Shanghai's HKRI Taikoo Hui that began on Sept 29, entering a premium women's activewear category. Rather than simply importing the concept, she said Nike will refine the offering based on feedback from Chinese consumers.

"The style that's coming out of China is informing the rest of the world. We'll co-create what this brand can be in China with the consumers of China," she said.

Simplifying distribution is only the initial step.

Nike's broader objective is to restore its premium positioning in a market where heavy discounting and intensifying competition have eroded pricing power.

"Premium doesn't mean everything has to be expensive. Whatever the price is, the consumer needs to feel they're getting the best value in the industry," Sparks added.

She believes that Chinese consumers are among the world's most sophisticated, expecting cutting-edge performance, culturally relevant designs and compelling retail experiences. When those elements come together, she believes they are willing to pay full price.

Beyond the retail environment, the company is also sharpening its focus on the sports categories driving consumer demand. In China, Nike's biggest bets are running, basketball and soccer.

Running has become Nike's strongest growth engine in China, fueled by a boom in marathon participation and recreational running. The category posted mid-single-digit growth in the latest quarter, led by products including the Pegasus 42 and footwear developed specifically for female runners.

Rather than focusing solely on product innovation, Sparks wants Nike to deepen its relationship with runners through city running clubs, marathon partnerships and localized community events.

Basketball, however, remains central to Nike's long-term ambitions.

Historically one of Nike's largest and most profitable businesses in China, the category has become increasingly competitive as domestic brands invest aggressively in local athletes and younger consumers diversify into running, outdoor sports and racquet activities.

Sparks said Nike plans to invest even more heavily.

The company is expanding youth basketball programs — strengthening partnerships with schools and communities — and developing products tailored for Chinese players, while telling more locally relevant stories around the sport.

"We remain incredibly bullish on basketball. The fundamentals haven't changed. The love of the game is still there, and we believe we have tremendous opportunity to grow the sport with the next generation."

Soccer and tennis also posted double-digit growth, benefiting from rising participation and broadening Nike's opportunities beyond its traditional strengths.

Looking ahead, Sparks envisions a business where significantly more products across sports and lifestyle categories are created and developed in China, retail seamlessly integrates physical and digital experiences, and local teams play a greater role in shaping the company's innovation agenda across Asia and globally.