Nike has announced a new global business strategy aimed at reviving sales growth after facing slower demand in several major markets.

The company plans to focus more heavily on direct-to-consumer sales, digital engagement and premium athletic products as competition intensifies within the global sportswear industry.

Executives said consumer shopping habits have changed significantly over the past few years, pushing Nike to invest more aggressively in e-commerce platforms, personalized shopping experiences and exclusive product launches.

The company is also expanding its loyalty programmes to strengthen customer retention and increase repeat purchases.

Nike continues facing strong competition from Adidas, Puma and newer fast-growing brands that have gained popularity among younger consumers.

To maintain market leadership, the company is increasing investment in innovation, athlete partnerships and women’s sports apparel.

The company also highlighted growing demand for running shoes and performance-focused products as health and fitness trends remain strong globally.

Executives believe sports participation and wellness-focused lifestyles will continue supporting long-term industry growth.

Analysts say Nike’s latest strategy reflects broader changes in the retail industry, where companies are relying more on digital ecosystems and direct customer relationships to improve profitability and maintain brand influence.

Source: Reuters