NIKE Direct
Shrinking in the quarter ended August 31, 2026, with NIKE Brand Digital down 13%.
The numbers
NIKE Direct revenue$4.1BQ1 FY2027 (ended Aug 31, 2026) · Down 8% reported, down 9% currency-neutral · source ↗
NIKE Brand Digital revenueDown 13%Q1 FY2027 (ended Aug 31, 2026) · source ↗
NIKE-owned store revenueDown 5%Q1 FY2027 (ended Aug 31, 2026) · source ↗
NIKE Direct revenue$17.7BFY2026 (ended May 31, 2026) · Down about 6% from $18.8B in FY2025 · source ↗
What it is
Nike's own channel: nike.com and its apps, plus Nike-owned stores. Direct sales carry higher gross margin than wholesale, so the decline in NIKE Direct is a key margin watch item.
Why it matters to the stock. NIKE Direct is about 39% of NIKE Brand revenue and carries the highest margin. Each point of decline there weighs heavily on gross margin and earnings.
News
Nike guides fiscal 2027 revenue down high-single digits; adjusted EPS $1.15 to $1.35
Nike expects fiscal 2027 revenue to decline by a high-single-digit percentage and set adjusted diluted EPS guidance of $1.15 to $1.35.
Guidance
Nike names Jane Ewing executive vice president and chief commercial officer
Nike announced that Jane Ewing joins as executive vice president and chief commercial officer effective September 7, 2026, reporting directly to CEO Elliott Hill.
Management