Core Insights - Nike has reported its first financial results under the new CEO, showing revenue of $11.269 billion and net profit of $794 million, both exceeding analyst expectations [1] - The company is undergoing a transformation, with signs of improvement in inventory management and revenue recovery in key markets, particularly North America and China [2][6] Financial Performance - In the Greater China region, Nike recorded revenue of $1.733 billion and EBIT of $421 million during the quarter [2] - Nike's inventory decreased by 2% year-over-year to $7.5 billion, indicating progress in inventory management [5] - North American revenue for the third quarter was $4.864 billion, a decline of 4%, but showing improvement from previous quarters [6] Strategic Initiatives - Nike is focusing on product innovation and returning to its core athletic identity, with significant investments in marketing and product development [4][7] - The "Win Now" strategy emphasizes key markets, including China, and aims to enhance brand competitiveness and operational efficiency [6][7] Brand and Marketing - Nike's marketing expenditure increased by 8% to $1.1 billion, reflecting a renewed focus on brand storytelling and athlete narratives [7][16] - The company has re-engaged with major sports events and partnerships, including a long-term agreement with the NFL, to reinforce its presence in professional sports [17] Product Development - Recent product launches, such as the Vomero 18 and Nike Pegasus Premium, have received positive market feedback, contributing to growth in the running segment [14] - Nike's commitment to professional sports and innovation is seen as a strategic move to regain market share and enhance brand value [17][18] Leadership and Culture - The appointment of Elliott Hill as CEO marks a return to Nike's foundational values, emphasizing a balance between data-driven strategies and the company's athletic heritage [13][14] - The leadership transition aims to restore confidence in Nike's brand identity and operational direction, focusing on a consumer-centric market approach [11][13]

耐克，正在重新找回"耐克" 近日，耐克集团公布2025财年第三季度财报。数据显示，本季度集团营收113亿美元，其中自营业 务营收为47亿美元，经销商业务营收62亿美元。耐克大中华区营收17亿美元。耐克集团库存资产为75亿 美元，与去年同期相比减少2%。库存改善成效明显。 过去一段时间，受到外部竞争加剧等现实挑战，耐克经受了更多的审视目光，但作为全球市值第一 的运动品牌，耐克从未止步于空谈回应，而是直面挑战，主动求变，用行动实现"重启"。 在财报发布 后的电话会议中，耐克集团总裁兼首席执行官艾略特·希尔提到了公司为积极转型采取的策略和阶段性 进展，他表示："在过去90天中，我对我们在关键行动上取得的进展感到自豪，我们的业绩达到预期， 我们还将会做得更好。" 第三财季，耐克采取了一系列积极果断的行动驱动业务重塑与复苏——强化品牌运动属性的同时创 新产品组合，丰富消费者体验；并积极拥抱多种渠道，加大品牌营销投资，赋能本土团队，以实现多维 度的突破。 在这份财报背后，能够看到作为行业领军者的耐克，在商业浪潮的汹涌起伏中，如同破浪前行的巨 轮，其所面对的必然是未知，而作为领航者前行注定挑战重重。但从艾略特·希尔所分享的 ...