Nike Considers LeBron James Move Amid Financial Pressure

Nike reported a modest revenue uptick in its most recent quarter — about a 1% increase to roughly $11.7 billion — a sign that CEO Elliott Hill’s “Win Now” turnaround is gaining traction in select markets even as the company cautioned recovery will be uneven.

However, Greater China remains the sharpest pain point. Sports Business Journal reports China revenue fell about 10% and EBITDA declined roughly 25% in the three months through August, and Nike executives have characterized Chinese demand as structurally weak. That underperformance has a direct effect on margins. With Nike expecting a major tariff bump, roughly $1.5 billion, the company’s gross profit is expected to compress even further this year.

To address the gap, Hill told executives the company is accelerating a retail refresh in China — converting mono-brand stores into distinct, sport-focused experiences — and is weighing high-profile athlete activations, including expanded use of James and fellow NBA star Ja Morant in the market.

James’ global reach and longtime association with Nike can provide immediate attention and product pull, while Morant’s younger, dynamic profile targets a growing cohort of Chinese basketball consumers. James’ lifetime Nike deal and decades of shoe releases give him exceptional marketing value, while Morant’s signature line and ongoing Nike partnership give the brand a complementary youth-oriented asset – two key elements that could be tapped into.

While this strategy looks promising, the effort will take time and capital, and success will depend on execution in market, the quality of localized campaigns, and whether the refreshed retail environments convert interest into sustainable sales growth.