Fashion
Nike eyes China growth, with outdoor sports revamp at the centre
By
Reuters
Published
August 22, 2025
Nike‘s push into the booming outdoor recreation market- which will kick off on Monday with the launch of a new trail running shoe- will test whether it can turn a little-known sub-brand into a meaningful growth engine.
The sportswear giant plans to unveil a version of its Ultrafly trail running shoe – branded under its outdoor sub-brand, ACG – at the Ultra-Trail du Mont-Blanc, an ultramarathon in France that begins on Monday, Nike spokesman Jay Paavonpera said.
It is part of Nike’s push to reposition ACG as a serious player in performance trail running. More broadly, the move is in line with CEO Elliott Hill’s strategy to refocus the Nike brand around core sports like running at a time when its dominance is being challenged by smaller rivals.
Nike is playing catch-up in both outdoor recreation, which has surged since the pandemic, and in China, where the populace has taken to outdoor activities like trail running in a big way. The company’s lagging performance in both markets goes some way toward explaining why its share of the global sportswear market has ebbed in recent years, analysts said. Outdoor recreation includes a range of activities including hiking and camping.
Nike-sponsored runners like Anthony Costales will race in the shoe, dubbed the ACG Ultrafly, which is set to hit shelves in spring 2026, Nike said. A similarly rebooted, ACG-branded version of the Zegama trail runner will launch later in 2025.
Brands like Salomon and Hoka “have broken out and done well” in trail running, said Morningstar analyst David Swartz, and “Nike needs to fight back.”
Doing it with ACG – short for All Conditions Gear – will not be easy. The unit, which debuted in 1989 with a focus on hiking and biking, is now associated with “gorpcore,” a fashion trend that incorporates functional gear into stylish wardrobes. It is usually relegated to a shelf or two at Nike stores, often next to “a picture of a guy walking up a mountain, or something like that,” said Swartz.
But with China and ACG, Nike may be playing a long game as it plans to expand its businesses across that market. It established its ACG team as a sub-brand in October and put Angela Dong, vice president for all of Greater China, in charge of the unit. In June, Hill said its biggest opportunity in China is “from a brand perspective, to inspire and invite the 1.3 billion consumers into the world of sport, lifestyle sport and to fitness.”
Sales of outdoor apparel nearly doubled in China between 2019 and 2025, with outdoor footwear ticking up 65% over the same period, according to Euromonitor International data. Nike, though, has logged double-digit sales declines in China in each of the last three quarters.
“China has remained a challenging market for Nike,” wrote Zacks Equity Research. The company has faced heavy competition in China from other retailers, and the nation’s own economic struggles and high youth unemployment have inhibited spending. Nike’s share of the global sportswear market has fallen to 26% from 29% in 2021, according to Euromonitor, as competitors like Hoka, the title sponsor of the Ultra-Trail du Mont-Blanc, use trail running to fuel growth. That company’s shoes were also once a niche brand before going mainstream, Swartz said.
Launching at a Hoka-sponsored event may be Nike’s attempt to steal some of its rival’s thunder, said Jessica Ramirez, co-founder of retail industry consultancy the Consumer Collective. It is a way for Nike to “flex its financial muscle” over smaller brands, Ramirez said.
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The increase was driven largely by energy prices, as declines in regulated and non-regulated energy products eased significantly. In contrast, inflation in services slowed, Istat said in a press release.
Italy’s inflation rose to 1.7 per cent year on year in March 2026, driven by higher energy, according to Istat. Monthly inflation stood at 0.5 per cent.
Core inflation eased to 1.9 per cent, while services inflation slowed.
The HICP increased 1.6 per cent annually, with lower-income households experiencing relatively smaller price rises than higher-spending groups.
Core inflation, which excludes energy and unprocessed food, moderated to 1.9 per cent from 2.4 per cent, while inflation excluding energy eased to 2.1 per cent.
On a yearly basis, goods prices rose 0.8 per cent compared with a slight decline in the previous month, while services inflation slowed to 2.8 per cent from 3.6 per cent. This narrowed the inflation gap between services and goods.
On a monthly basis, the rise in the index was mainly led by increases in regulated energy prices, up 8.5 per cent, and non-regulated energy prices, up 5 per cent, along with gains transport services.
The harmonised index of consumer prices (HICP) rose 1.7 per cent MoM and 1.6 per cent YoY, slightly above the earlier estimate. In the first quarter, inflation remained lower for households with weaker spending capacity compared with higher-spending households.
Fibre2Fashion News Desk (SG)
The decision was taken during a meeting of the council of ministers that was chaired by the Transitional President Captain Ibrahim Traore.
Burkina Faso has announced the full nationalisation of Burkinabe Company of Textile Fibres (Sofitex), citing rising debt, declining production and inefficiencies.
Sofitex was a mixed-ownership firm, in which the state held a majority stake.
Full state ownership is expected to lead to tighter financial discipline, improved governance and a restructuring of operations to boost efficiency.
Sofitex was a mixed-ownership cotton company, in which the state held a controlling majority stake and private investors owned a minority share valued at about 75 billion CFA francs.
A 2025 valuation cited by the government places Sofitex’s total worth at 338.14 billion CFA francs (~$607 million), with the private stake valued at just over 75 billion CFA francs for 976,400 shares.
The company’s cotton production fell by 24-26 per cent to under 300,000 metric tonnes in the 2024-2025 season.
Full state ownership is expected to lead to tighter financial discipline, improved governance and a restructuring of operations to boost efficiency, according to a domestic media outlet.
Fibre2Fashion News Desk (DS)
Markham joins from Whistles, where she served as Creative Director. She was previously Global Design Director at Topshop and Design Director at ASOS. She succeeds Queralt Ferrer who steps down after four years with the Partnership.
John Lewis has appointed Jacqui Markham as fashion creative director, overseeing own-brand womenswear, menswear and childrenswear.
She joins from Whistles and succeeds Queralt Ferrer.
The move strengthens investment in design, quality and relevance, alongside digital growth, Oxford Street refurbishments, exclusive collaborations and an expanded line-up of global fashion brands.
The appointment marks the next phase in John Lewis developing its own brand fashion, with clear creative direction and continued investment behind it.
Markham brings a strong track record of building distinctive, successful collections with a focus on design, quality and relevance for customers.
Her appointment comes alongside John Lewis’s continued investment in fashion, including upgrades to shops and digital, and the recent refurbishment of womenswear and menswear at the Oxford Street flagship store.
This month also sees the launch of the second John Lewis x Rejina Pyo collaboration, and a new 15-piece exclusive capsule collection from Amanda Wakeley. These will complement the expanded line-up of new brands including Samsoe Samsoe, MOTHER, St Agni, Patagonia, Belstaff, Missoma and Completedworks.
Rachel Morgans, John Lewis Director of Fashion, said: “I look forward to welcoming Jacqui to John Lewis at a defining moment for our fashion business. She brings a wealth of expertise and a proven ability to create exceptional design and will support our future creative vision.”
Jacqui Markham commented: “I am very excited to join the Partnership and to work together with all the teams toward a shared vision for the future of John Lewis. It feels like a seminal moment in the long history of the Partnership, and I cannot wait to get started to help shape that vision and bring our collective ideas to light.”
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
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