Question · Q2 2026
Bob Drbul asked about the timeline for Nike's return to double-digit EBIT margins, emphasizing its priority. He also inquired about the necessary depth of the reset in China, questioning whether the region is nearing a bottom in revenue or EBIT declines.
Answer
Matthew Friend, EVP and CFO, Nike, reiterated that improving margins is a top priority, with a clear path back to double-digit EBIT margins despite pressures from Win Now Actions and tariffs. He highlighted North America's progress in Q2, where gross margins were down 330 basis points despite over 500 basis points of tariff impact, indicating recovery. He also mentioned that growth, especially wholesale, will create leverage on the cost structure and that disciplined cost management, particularly in operating overhead, is ongoing. Elliott Hill, President and CEO, Nike, stated that China remains a powerful opportunity but requires a reset, acknowledging that Nike had become a lifestyle brand competing on price, with reduced on-the-ground presence and uncompelling stores. He detailed actions like cleaning aged product, resetting key doors in Shanghai and Beijing, and increasing investments, but noted the pace isn't fast enough. He expressed confidence in the team and the path forward, emphasizing a return to a beloved, premium, and innovative brand in China.
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