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Nike prepares World Cup marketing play as investors eye turnaround

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Nike prepares World Cup marketing play as investors eye turnaround


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Reuters

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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.



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Fashion

Turkiye’s current account deficit expected to widen in 2026: Minister

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Turkiye’s current account deficit expected to widen in 2026: Minister



Turkiye recorded a current account deficit (CAD) of $9.6 billion in March this year, according to the country’s central bank (CBRT). Treasury and Finance Minister Mehmet Simsek said the CAD is expected to widen this year due to high energy and non-energy commodity prices.

Current account excluding gold and energy indicated net deficit of $3.9 billion, while goods saw a deficit of $9.5 billion.

Turkiye recorded a current account deficit (CAD) of $9.6 billion in March, the country’s central bank said.
Treasury and Finance Minister Mehmet Simsek said the CAD is expected to widen this year, due to high energy and non-energy commodity prices.
Simsek said the deterioration is likely to remain temporary and manageable, thanks to stronger macroeconomic fundamentals and policy gains.

According to annualised data, current account deficit recorded as $39.7 billion (2.6 per cent of gross domestic product) in March, while the goods deficit recorded as $77.8 billion.

Simsek said the deterioration is likely to remain temporary and manageable thanks to stronger macroeconomic fundamentals and policy gains, domestic media outlets reported.

Turkiye is heavily reliant on imported energy, whose prices spiralled due to the Middle East conflict.

Simsek said elevated global commodity prices would put pressure on the external balance, but emphasised that the government’s economic programme had improved resilience against such shocks.

He said foreign direct investment (FDI) inflows totalled $1 billion in March, bringing annualised foreign direct investment to $12.6 billion.

The new investment incentive package under discussion in parliament now is expected to strengthen the country’s financing structure and support long-term capital inflows, he added.

Fibre2Fashion News Desk (DS)



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UK’s clothing imports fall 3% in Q1, sharply lower than Q4 2025

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UK’s clothing imports fall 3% in Q1, sharply lower than Q4 2025



During the first quarter of ****, the UK’s imports of textile fabrics eased down *.** to £*,*** million (~$*,*** million), against £*,*** million in January-March **** but slightly higher from £*,*** million in the fourth quarter of ****. Its imports of fibre were noted at £** million (~$***.** million) steady as £** million in Q*, **** but slightly lower than £** million in Q*, ****.

During the third month of this year, the country’s clothing imports declined *.** per cent to £*.*** billion (~$*.*** billion), compared with £*.*** billion in March ****. But the inbound shipment was slightly higher month on month compared with £*.*** billion in February ****.



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Inflation cuts deep into consumer spending in Bangladesh: DCCI index

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Inflation cuts deep into consumer spending in Bangladesh: DCCI index



High inflation is cutting deep into consumer spending in Bangladesh, with weak demand turning one of the biggest concerns for businesses, according to an economic index released recently by the Dhaka Chamber of Commerce and Industry (DCCI).

Higher rents, utility bills and fuel prices are eating away at already thin profit margins, it found.

High inflation is cutting deep into Bangladesh consumer spending, with weak demand turning one of the biggest concerns for businesses, DCCI said.
Higher rents, utility bills and fuel prices are eating away at already thin profit margins.
DCCI’s economic position index revealed that consumers have sharply reduced spending as the cost of living continues to rise.
SMEs are feeling the pressure the most.

The chamber’s economic position index (EPI) revealed that consumers have sharply reduced spending as the cost of living continues to rise, putting pressure on retailers, transport operators and other service providers.

Small and medium enterprises (SMEs) are feeling the pressure the most as they struggle to manage higher operating costs without losing customers.

Businesses also cited difficulties in obtaining bank loans, while delays in licensing and other regulatory procedures are adding to costs.

The DCCI report identified a shortage of skilled workers, particularly in technical and customer service roles, as another challenge for the sector.

The country’s inflation rose to 9.04 per cent in April from 8.71 per cent in March, according to official statistics.

Fibre2Fashion News Desk (DS)



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