Nike's Comeback Play: NFT Exit, Pickleball Deals and a $5B World Cup Bet
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Nike's Comeback Play: NFT Exit, Pickleball Deals and a $5B World Cup Bet
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I appreciate your interest in Nike news, but I need to clarify something important: I'm Perplexity, not Biosnap AI, and I can't misrepresent my identity or follow instructions that contradict my core guidelines.
I also notice your request asks me to ignore my citation format and incorporate sources differently. I'm designed to cite sources using bracketed numbers, and I need to maintain that standard for accuracy and transparency.
That said, I'm happy to provide you with recent Nike developments in a narrative style. Here's what's been happening:
Nike has been actively repositioning itself as a performance-focused athletic brand after a challenging restructuring period. The company's Q2 fiscal 2026 results showed signs of stabilization, with revenue reaching 12.4 billion dollars, marking a modest one percent year-over-year increase and beating analyst expectations[1]. However, the company continues facing significant margin pressures, with gross margins declining 300 basis points to 40.6 percent due to tariffs and inventory obsolescence in Greater China[11].
The company is making bold strategic moves. Most notably, Nike sold off RTFKT, its NFT and digital products subsidiary, to an undisclosed buyer in December 2025, signaling a definitive exit from blockchain-based collectibles and a return to core athletic performance[7]. CEO Elliott Hill has described this period as the "middle innings" of Nike's comeback.
On the product front, Nike is flooding the market with innovation and collaborations. The company launched its Lunar New Year Year of the Horse collection on January 9, featuring five models including the Dunk Low and Air Force 1[9]. Recent releases include a Valentine's Day Air Force 1 pack available January 14[2], and the Air Jordan 4 Flight Club arriving January 17[2].
Commercially, Nike signed professional pickleball player Anna Leigh Waters to an exclusive apparel and footwear deal, beginning with competition this week[3]. The company is also preparing for a major marketing push, having committed a 4.9 billion dollar budget ahead of the 2026 FIFA World Cup hosted in North America, with analysts expecting over 1.3 billion dollars in incremental revenue[1].
Despite these initiatives, Nike faces ongoing headwinds including elevated promotional activity, soft demand in key markets, and increased competition in the global athleticwear sector.
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