[Young journalist Hojun Lee] Despite weak earnings, shares of Nike rose more than 11% in after-hours trading.

This was because it presented a strategy to improve future performance. Nike announced that revenue for the March–May fiscal fourth quarter was $11.1 billion. This figure exceeded market expectations but was the lowest since the third quarter of fiscal year 2022. Net profit plummeted 86% year-on-year to $211 million, its lowest since the fourth quarter of fiscal year 2020. 

Nevertheless, CEO Elliott Hill expressed optimism during the earnings call, saying, “We expect business performance to improve from here. It’s time to turn the page.” Hill returned as Nike CEO last October and has since strengthened ties with retailers, prioritized running shoes and athletic wear, and implemented strategic price hikes. The launch of new models such as Pegasus and Vomero helped drive a recovery in the running shoe category. 

If the Trump administration, which is likely to return to power, enforces a comprehensive import tariff policy, Nike could face additional annual costs of up to $1 billion. Currently, about 16% of footwear imported into the United States is made in China, making it especially vulnerable to tariff hikes. 

Nike plans to reduce the proportion of Chinese-made shoes from the current approximately 16% to single digits by the end of fiscal year 2026. It is also planning to raise product prices.

▶원문 기사: 나이키, 저조한 실적 불구 시간외 급등…“중국산 비중 줄일 것” (이코노미스트, 2025. 6.27)

◆이코노미스트가 글로벌 차세대 경제 리더, 청소년 기자단 영 저널리스트와 함께합니다. 영 저널리스트 기자단은 프리미엄 경제지 이코노미스트, 논술 전문 기관 Ni 에듀케이션과 함께 주요 시사 이슈를 팔로우업하고 직접 기획, 취재, 기사 작성 활동을 하며 사회적 문제를 고심하고 해결 방안을 제시하는 과정을 경험하게 됩니다. 이번 기사는 영 저널리스트 기자단이 이코노미스트 기사를 영문으로 번역하며 이슈를 팔로우업한 기사입니다. 차세대 글로벌 경제 리더, <영 저널리스트 with  이코노미스트> 영문 기사는 매주 연재됩니다.

 

ⓒ이코노미스트(https://economist.co.kr) '내일을 위한 경제뉴스 이코노미스트' 무단 전재 및 재배포 금지