董炜 凯茜·斯帕克斯 1月21日，耐克公司公告称，现任大中华区董事长兼CEO董炜（Angela Dong）将于3月31日卸任。其职 位将由在耐克拥有25年零售经验的凯茜·斯帕克斯（Cathy Sparks）接替。 新帅登场，大中华区战略转向？ "零售实战派"或重新激活品牌 对于业界而言，董炜的离任显得颇为突然。资料显示，董炜是一位CFO（首席财务官）出身的本土化高 管，自2005年加入耐克，深度参与并领导了公司在华的快速扩张。在其任内，耐克通过赞助上海马拉 松、耐克高中篮球联赛（CHBL）等项目，在中国市场建立了深厚的品牌资产。 2024年10月，董炜刚刚被擢升为耐克大中华区董事长兼CEO，并兼任专业户外品牌ACG全球CEO。这 一任命在当时被广泛解读为耐克对中国市场及高速增长的户外赛道双重加码的明确信号。 "在耐克工作的二十余年间，她以其卓越的领导力、对市场和业务的深刻理解以及在应对复杂多变的挑 战中发挥的领导作用而著称。为此，对她为耐克在这个关键市场中谱写的诸多篇章所作出的贡献，我们 深表感激。"此次宣布离任，耐克对董炜的工作表现作出了较高评价。 然而，官方的赞誉与市场业绩形成了鲜明反差。根据最新财报，在 ...

Core Viewpoint - Nike's leadership change in the Greater China region is seen as a strategic move to address declining performance, with Angela Dong stepping down and Cathy Sparks taking over amid significant revenue and profit declines in the region [1][5][12] Group 1: Leadership Change - Angela Dong, the current Chairman and CEO of Nike Greater China, will resign on March 31, with Cathy Sparks, who has 25 years of retail experience at Nike, set to replace her [1][3] - Dong's departure is unexpected, given her contributions to Nike's rapid expansion in China since joining in 2005, including building brand assets through sponsorships [3][5] - Nike's praise for Dong contrasts sharply with the declining performance metrics, highlighting the urgency for change in leadership [5][12] Group 2: Financial Performance - Nike's latest financial report shows a 17% year-over-year decline in revenue for the Greater China region, with a 49% drop in EBIT for the second quarter of the 2026 fiscal year [1][5] - Digital sales fell by 36%, and wholesale business decreased by 15%, raising alarms at Nike's global headquarters [5][12] - The CEO emphasized the importance of the Greater China market, stating it remains a priority and potential growth area, necessitating a shift in strategy to adapt to local market characteristics [5][12] Group 3: Strategic Shift - Cathy Sparks is expected to lead a strategic shift towards consumer insights and retail experience, moving away from the previous focus on stable operations [6][10] - Nike's recent marketing strategies, including signing global pop icon LISA, aim to engage a broader young consumer base and enhance brand appeal [10][12] - The transition from a "steady operator" to a "cultural disruptor" reflects Nike's desire to redefine trends and cultural influence in the market [12][15] Group 4: Market Challenges and Opportunities - Despite the challenges posed by local competitors like Anta and Li Ning, Nike is actively adjusting its strategies, including reducing inventory levels by 20% year-over-year [14][15] - Retail initiatives, such as store upgrades in key cities, have shown positive results, with a 25% increase in sales for upgraded product lines [14][15] - The effectiveness of Sparks' leadership in converting marketing efforts into sustainable market share growth will be critical for Nike's recovery in the Greater China market [15]