Fashion
Nike prepares World Cup marketing play as investors eye turnaround
By
Reuters
Published
September 29, 2025
Investors will focus on Nike‘s marketing plans for the coming year when the company reports its results on Tuesday, following several sluggish quarters in which rivals have stolen market share and high tariffs have impacted imported goods.
The company, in the midst of a turnaround under CEO Elliott Hill, showed an appetite for big-ticket ad campaigns in the year ended May—boosting its marketing spend to $1.63 billion, up 9% from the previous year. Next year brings one of the biggest sports marketing bonanzas of the decade: the World Cup.
Marketing plans surrounding the Cup, which will be held next June in the U.S., Canada, and Mexico, will be a primary focus for main investors in the coming months, according to Morningstar analyst David Swartz.
Tuesday’s call may also shed light on Nike’s ongoing efforts to weather crippling tariffs. Nike makes nearly all its shoes in Vietnam, China and Indonesia—countries that face high tariffs from U.S. President Donald Trump.
The company stated in June that tariffs would add approximately $1 billion in costs, although it planned to reduce imports from China from around 16% to below 10%.
Nike’s marketing campaigns this past year were largely focused on reestablishing the brand as the go-to choice for serious athletes, a label that had eluded it in recent years. Nike needs to keep hitting that message, Swartz said: “We need to see some progress on returning to relevance.”
The World Cup has a scope matched by few sporting events, and Nike sponsors five of the top 10 FIFA-ranked national teams, including Brazil, France and England. Its selling and marketing expense is set to cross $5 billion in 2026, according to LSEG’s estimates.
Revenue for the August-ended quarter is expected to fall about 5% compared with a year earlier, while gross profit margin as a percentage of revenue is expected to shrink by about 3.7%, according to LSEG data.
Nike has lost market share to younger rivals, such as On and Deckers’ Hoka, which has contributed to its weak performance in recent quarters. Demand in major markets—especially China—has been choppy, as Nike tries to balance its wholesale and direct-to-consumer strategies. It has discounted some items as it works to clean out inventory.
The company has also struggled in women’s athleisure against competitors such as Lululemon. On Friday, it launched NikeSKIMS, in a highly anticipated partnership with Kim Kardashian‘s label.
However, Swartz said it would take time to judge its success, as “tariffs may affect sportswear demand for some time.”
The broader global athletic footwear market, estimated to be worth approximately $183 billion this year, is forecast to grow to $258 billion by 2030, according to India-based market research firm Mordor Intelligence.
© Thomson Reuters 2025 All rights reserved.
Fashion
India’s DFCCIL, IRFC sign pact to refinance $1.11-bn World Bank loans
DFCCIL had availed of the loans for the ₹51,000-crore (~$5.68 billion), 1,337-kilometre-long Eastern Dedicated Freight Corridor (DFC) from Punjab to Bihar.
The Indian Railway Finance Corporation and the Dedicated Freight Corridor Corporation of India Ltd (DFCCIL) have signed an agreement to refinance $1.11 billion of World Bank foreign-currency loans.
DFCCIL had availed of the loans for the $5.68-billion, 1,337-kilometre-long Eastern Dedicated Freight Corridor from Punjab to Bihar.
The government is expected to save $300.65 million in the process.
“This first-of-its-kind refinancing arrangement, structured in close coordination with the Ministry of Finance, Ministry of Railways, DFCCIL, IRFC, and the World Bank, is expected to result in savings of ₹2,700 crore [~$300.65 million] for the government of India,” DFCCIL said in a social media post.
“This transaction marks a significant milestone in lndia’s infrastructure financing landscape, underscoring the growing depth, maturity and capability of Indian financial institutions to support large-scale, long gestation critical infrastructure projects through domestic funding solutions,” an IRFC release said.
The refinancing covers existing IBRD loans. By shifting from foreign currency debt to rupee-denominated financing, DFCCIL will benefit from reduced exposure to exchange rate volatility, enhanced predictability in debt servicing, and closer alignment of long-term liabilities with its rupee-based revenue streams, thereby improving overall cash flow management, the release noted.
Fibre2Fashion News Desk (DS)
Fashion
Swedish consumers prefer sustainable clothing: Study
More than 1,700 respondents participated in the study, choosing between T-shirts with different levels of working conditions, health protection and environmental impact. Health risks linked to chemicals in clothing were ranked as the most important factor, followed by working conditions and, lastly, environmental impacts.
A study of over 1,700 Swedish consumers found strong support for avoiding poor clothing production practices, especially health risks from chemicals.
Consumers were willing to pay 60–85 SEK (~$5.50–~$8.00) more per T-shirt to avoid the worst standards, but few would pay extra for top sustainability levels.
Results support clearer EU labelling and targeted premium markets.
On average, consumers were willing to pay an additional 60–85 SEK (~$5.50–~$8.00) per T-shirt to avoid the poorest production standards. In contrast, willingness to pay for reaching the highest sustainability levels was low.
“There is a substantial willingness to pay to avoid the worst alternatives and to reach regulatory minimum standards, but relatively few consumers are willing to pay for further improvements,” said Daniel Slunge, researcher at the University of Gothenburg and co-author of the study.
The study was conducted both with consumers purchasing clothing for themselves and with parents purchasing clothing for their children. The pattern was similar across both groups.
The findings provide important insights for the ongoing development of the European Union’s Ecodesign Regulation, which will introduce more comprehensive product labelling and traceability requirements.
“Our results indicate that producers could cover a significant share of the cost increases associated with making their products more sustainable, if these improvements are clearly communicated to consumers,” said Anders Boman, co-author of the study. “While most consumers are not willing to pay beyond regulatory standards, there are consumer groups who prefer and are willing to pay for higher levels of sustainability. These groups may form an important target market for premium-certified products.”
Fibre2Fashion News Desk (RR)
Fashion
India’s PDS Limited wins AEPC Gold Award for global RMG leadership
The honour was presented to group chairman Deepak Seth and Payel Seth by the Vice President of India, C P Radhakrishnan, at the AEPC Export Awards ceremony. The recognition highlights Dr. Seth’s visionary leadership and the collective capabilities of the PDS Platform, PDS Limited said in a LinkedIn post.
PDS Limited has been awarded the Gold Award for World Leadership in RMG from India at the AEPC Export Awards, recognising its leadership in global apparel exports.
Presented by the Vice President of India to chairman Deepak Seth and Payel Seth, the honour underscores PDS’ commitment to quality, innovation and sustainability, and its role in reinforcing India’s position as a major apparel sourcing hub.
Instituted by AEPC, the Export Awards celebrate apparel exporters that demonstrate excellence in quality, innovation, sustainability, and global impact. These values are central to PDS’ operating model, which integrates design, sourcing, manufacturing, and logistics to serve leading international fashion brands and retailers.
“We share this recognition with every partner, customer, and colleague who continues to shape India’s leadership on the global apparel stage,” the company said in the post.
Fibre2Fashion News Desk (KD)
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