Connect with us

Fashion

Nike prepares World Cup marketing play as investors eye turnaround

Published

on

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.

Nike marketing in focus as World Cup and tariffs reshape outlook

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.



Source link

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Fashion

EU green mandates and the Vietnam T&A industry

Published

on

EU green mandates and the Vietnam T&A industry



Vietnam’s textile and footwear exporters are no longer focused only on growth; they are racing to keep up with a rapidly tightening rulebook set by the European Union (EU), which is also one of the country’s most important export destinations.

With sustainability benchmarks rising, companies are rethinking how they produce and deliver, pivoting toward greener, more circular models that reduce waste, emissions, and resource use.

The stakes are high. In 2025, Vietnam’s exports to the EU reportedly reached $56.2 billion, up 10.1 per cent year on year, underscoring how pivotal Europe is for the country’s manufacturing base.

Vietnam’s textile and footwear exporters are accelerating sustainability efforts as stricter EU regulations reshape market access requirements.
Rising compliance pressure from measures such as CBAM and ESPR is pushing manufacturers toward circular production, cleaner technologies and greater supply-chain transparency, though limited green finance remains a major challenge for smaller firms.

The EU market, nevertheless, comes with its own challenges as access to this market increasingly depends on meeting strict environmental and product-design requirements.

The EU is rolling out an ambitious sustainability agenda, including the Carbon Border Adjustment Mechanism (CBAM) and the Ecodesign for Sustainable Products Regulation (ESPR). Together, these measures are changing what global suppliers must document, design, and decarbonise.

ESPR shifts expectations toward durability, repairability, and recyclability, while pushing manufacturers to reduce products’ overall environmental footprint. Supply chains are also expected to become more transparent through Digital Product Passports, and practices such as destroying unsold goods being phased out gradually.

For Vietnam’s exporters, compliance is becoming a baseline requirement to keep EU orders and remain competitive.

Recognising this, both the Government and industry players are stepping up. Vietnam’s long-term development strategy for textiles and footwear, which stretches to 2030 with a vision toward 2035, places sustainability at its core. The plan charts a path toward efficient, environmentally responsible growth anchored in a circular economy, where materials are reused, waste is minimised, and production cycles are closed rather than linear.

Crucially, it also provides a legal backbone to help businesses align with global sustainability trends.

On the ground, change is already underway. Textile and apparel manufacturers are investing in renewable energy, upgrading machinery, and fine-tuning production processes to cut emissions and resource use. These shifts are not just about compliance; they are about future-proofing operations in a market where green credentials increasingly determine who wins contracts.

However, the transition has not been entirely seamless. A key barrier seems to be access to green finance, especially for small and medium-sized enterprises. Large firms can more readily fund clean technologies and certification, while smaller suppliers often struggle to fund the shift, risking exclusion from high-value export markets if they cannot keep pace.

There is also a growing recognition that policy support needs to go further. As Vietnam leans into a circular economy, industry voices are calling for a more cohesive and comprehensive framework, one that not only sets clear standards for circular products but also actively incentivises recycling, cleaner production, and sustainable innovation.

Without this, progress risks being uneven, with smaller firms left behind.

Momentum is, nevertheless, building as manufacturers and policymakers push for better-aligned standards and support mechanisms. The goal is to narrow the gap between sustainability ambition and day-to-day implementation across the sector.

The aim is clear: create an ecosystem where businesses of all sizes can invest in circular solutions, strengthen their export capabilities, and meet the EU’s exacting standards head-on.

Fibre2Fashion News Desk (DR)



Source link

Continue Reading

Fashion

Vietnam’s flat apparel exports hide the real trade signal

Published

on

Vietnam’s flat apparel exports hide the real trade signal















Source link

Continue Reading

Fashion

Bangladesh net FDI inflows up 39.36% in 2025

Published

on

Bangladesh net FDI inflows up 39.36% in 2025



Bangladesh’s net foreign direct investment (FDI) inflows increased by 39.36 per cent last year to $1,770.42 million compared with $1,270.39 million in 2024, according to the Bangladesh Bank’s latest FDI survey.

The increase was driven primarily by higher reinvested earnings and intra-company loans, indicating continued engagement by existing investors with Bangladesh.

Reinvested earnings rose by 318.25 per cent, from $103.79 million in 2024 to $434.10 million in 2025, while intra-company loans increased by 25.68 per cent, from $621.96 million to $781.68 million.

Bangladesh’s net FDI inflows increased by 39.36 per cent last year to $1,770.42 million compared with $1,270.39 million in 2024, the Bangladesh Bank said.
The increase was driven primarily by higher reinvested earnings and intra-company loans.
Reinvested earnings rose by 318.25 per cent, from $103.79 million in 2024 to $434.10 million in 2025, while intra-company loans rose by 25.68 per cent.

Equity capital remained broadly stable, rising by 1.84 per cent, from $544.64 million to $554.64 million in 2025, a release from Bangladesh Investment Development Authority said.

Greenfield project announcements declined by 16 per cent in 2025.

Fibre2Fashion News Desk (DS)



Source link

Continue Reading

Trending