Nike Statistics 2026 (Revenue, Segments & Market Share)

Nike generated $46.3 billion in revenue in fiscal 2025 (the year ended May 31, 2025) — a 10% drop that ended a decade of near-continuous growth and pulled the world's largest sportswear company into a deliberate, painful reset, according to Nike's investor relations. This page collects the latest verified numbers on Nike's revenue, regional and product segments, direct-to-consumer versus wholesale mix, brand value, market capitalization and how it stacks up against Adidas.

How much revenue does Nike make?

Nike's total revenue for fiscal 2025 was $46.3 billion, down 10% on a reported basis and 9% currency-neutral, per Nike's fourth-quarter and full-year report. That figure breaks the company's long upward run: revenue had climbed from $44.5 billion in fiscal 2021 to a peak of roughly $51.4 billion in fiscal 2024 before retreating.

Within the total, the Nike Brand (the core swoosh business) brought in about $44.7 billion, with Converse adding $1.7 billion — itself down 19% on the year. Profitability fell harder than the top line: net income dropped 44% to $3.2 billion and diluted EPS slid 42% to $2.16.

How is Nike's revenue split by region?

Nike reports the Nike Brand across four geographies. North America is the anchor, while Greater China — long viewed as Nike's growth engine — has become its weakest large market. Based on Nike's fiscal 2025 10-K data:

• North America: $19.6 billion (~44% of brand revenue), down 9% currency-neutral.
• Europe, Middle East & Africa (EMEA): $12.3 billion (~27%), down 10%.
• Greater China: $6.6 billion (~15%), down 12% currency-neutral.
• Asia Pacific & Latin America (APLA): $6.3 billion (~14%), the most resilient region.

The figures come from Nike's segment reporting and its full-year release. China's drop is the strategic sore spot: management has repeatedly flagged it as the slowest region to recover, a theme that carried into fiscal 2026.

What does Nike sell most — footwear, apparel or equipment?

Nike is, at its core, a shoe company. In fiscal 2025, footwear generated roughly $31.0 billion — about 67% of Nike Brand revenue — while apparel contributed about $15.3 billion (~33%), and equipment plus other made up the rest, according to Nike's product-segment reporting.

The downturn hit shoes harder than clothing: footwear revenue fell about 12% from the prior year's $35.2 billion, while apparel slipped a milder 4% or so. That gap reflects weak demand for some of Nike's older sneaker franchises and aggressive markdowns to clear inventory.

What is Nike's DTC vs wholesale split?

For years Nike pushed customers toward its own channels under a "Consumer Direct" strategy that once targeted 60% direct sales. That push has been walked back. In fiscal 2025, Nike Direct revenue was $18.8 billion (down 13%), while wholesale — selling through retailers like Foot Locker and Dick's — was $25.9 billion (down 7%), per Nike's full-year results.

That puts the Nike Brand mix at roughly 42% direct, 58% wholesale. The weakness inside Nike Direct was concentrated online: Nike Brand Digital fell 20%, while Nike-owned physical stores were roughly flat. Under CEO Elliott Hill, who returned in late 2024, the company has been rebuilding wholesale relationships and easing off the digital-first approach.

How profitable is Nike, and how much does it spend on marketing?

Nike's gross margin for fiscal 2025 was 42.7%, down 190 basis points from 44.6% a year earlier, hit by heavier discounting, channel-mix shifts and higher inventory write-downs, per the earnings release. Even in a down year, Nike leaned into marketing: demand creation expense rose 9% to $4.7 billion, roughly 10% of revenue, driven by higher brand and sports-marketing spend.

That marketing budget is one of the largest of any consumer company and a core part of Nike's moat — the swoosh, athlete endorsements and the Jordan brand command pricing power even when sales soften.

How does Nike compare to Adidas?

Nike remains comfortably the world's largest athletic brand. Its fiscal 2025 revenue of $46.3 billion dwarfs Adidas, which posted a record €24.8 billion (about $27 billion) in calendar 2025, according to the Adidas Group. But the momentum has flipped: Adidas grew revenue 13% currency-neutral and is guiding for continued growth, while Nike contracted.

On brand value the gap is even wider. Brand Finance values the Nike brand at $29.4 billion in 2025 and rates it the strongest apparel brand in the world, with a Brand Strength Index of 94.7 out of 100 — though it slipped to the third most valuable apparel brand behind luxury names Chanel and Louis Vuitton.

What is Nike's market cap and stock doing?

Nike's market capitalization was around $63–68 billion in mid-2026, down roughly 25% over the prior year, with shares trading in the low $40s, per Macrotrends and market data. The slide reflects the revenue decline, margin pressure and a difficult turnaround timeline.

The latest reported quarter, Q3 fiscal 2026 (ended February 28, 2026), showed early stabilization: revenue was roughly $11.3 billion, flat year over year, with North America growing 3% even as Greater China fell 7% and tariffs squeezed gross margin to 40.2%, according to Sporting Goods Intelligence. The numbers beat Wall Street estimates but the China outlook kept pressure on the stock.

Sneaker culture and sports merchandising overlap heavily with the broader entertainment and betting economy — the same audiences that drive demand for crypto-gambling platforms and sportsbook promotions.

Frequently Asked Questions

Sources

• Nike, Inc. — Fiscal 2025 Fourth Quarter and Full Year Results (Investor Relations)
• Nike revenue by geography & segment (10-K data via Bullfincher)
• Brand Finance — Apparel 50 2025
• Adidas Group — Record revenues for 2025
• Macrotrends — Nike (NKE) market cap
• Sporting Goods Intelligence — Nike Q3 FY2026 results