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Each region Nike operates saw declines in ecommerce sales during Q4. Its CEO also noted that Nike is discounting less through its ecommerce channels.

Nike Digital sales declined year over year for the 10th consecutive quarter in its fiscal Q4 2026, which ended May 31.

Overall, Nike revenue decreased 1% year over year in its fiscal Q4 2026, to $11.0 billion. For the full fiscal 2026, Nike revenue was flat at $46.4 billion.

“The results aren’t there yet,” CEO Elliott Hill said during Nike’s Q4 earnings call with analysts. “We know we’re not living up to our full potential, particularly in Nike Sportswear and Jordan Streetwear, where sell-through remains challenged, impacting both current discounting and future order books. We’re operating in a more complex macro environment, where we’re seeing added pressure on traffic and discretionary spending across our geographies.”

Among Nike’s bright spots was its wholesale revenue, which grew 4% for both Q4 and the full fiscal year. That amounted to $6.6 billion in Nike wholesale revenue during Q4. For the full year, wholesale revenue totaled $27.5 billion.

Hill said Nike’s focus is on translating brand strength into “healthier demand, cleaner marketplaces and sustainable growth.”

Nike is No. 15 in the Top 2000 Database. The market research tool ranks North America’s largest online retailers by their annual ecommerce sales. In the database, Nike is the highest-ranking Apparel & Accessories retailer.

Nike revenue challenges in Q4 2026

On the other end, Nike Direct (its direct-to-consumer channels) revenue decreased 7% year over year in Q4, to $4.1 billion. For the full-year 2026, Nike Direct revenue decreased 6% to $17.7 billion. Nike Direct also includes Nike Digital. The latter encompasses the retailer’s ecommerce websites and apps.

Chief financial officer Matthew Friend said Nike “made meaningful progress across the business” during its fiscal 2026.”Our fourth quarter financial performance was in line with our expectations,” Friend said. “However, the operating environment became more challenging as we progressed through the quarter. After a stronger start in March, especially in North America, by mid-April, we began to see a deceleration in retail sales trends.”

Friend said Nike’s consumers are “under pressure around the world.” The retailer sees that pressure having a larger impact on sportswear, he said. Nike saw its sportswear sales decline double digits in Q4, which he said was a similar decline to overall retail sales.

He also addressed “an unplanned benefit related to tariffs.” In Q4, he said, Nike “determined that the financial recovery of claims related to incremental tariffs paid under IEEPA had become probable.” That resulted in a one-time benefit of $986 million, he said. It also offset IEEPA tariffs embedded in sales costs throughout fiscal 2026. Nike had collected more than $300 million of that sum by the end of its fiscal Q4, Friend added.

World Cup impact on Nike sales

By the time the 2026 FIFA World Cup had begun, Nike had sold 2.5x the number of kits compared to the same period in the 2022 tournament, Hill said. He did not specify the number of kits.

Prior to the tournament, Nike had released a short film called “Rip the Script.” It branched off into “individual athlete stories, collaborator collections, innovation unveils, retail experiences and local tournaments,” Hill said.

By the first week of the World Cup, the film and its various stories had 1.5 billion views, Hill said.

Nike Digital sales in Q4 2026

In its fiscal Q4 2026, Nike Digital sales decreased 12%  year over year. Hill noted that Nike is discounting less through its digital channels.

Each region where Nike operates saw declines in ecommerce sales during Q4.

Nike Digital sales in North America during Q4 had declined 5% year over year. That also led to Nike Direct declining 6% in the region. Overall, Nike’s North America revenue in Q4 increased 3% as wholesale grew 10%.

In Europe, the Middle East and Africa (EMEA), Nike Digital sales in Q4 decreased 24% year over year. Nike Direct sales in the region declined 16% as a result. Overall, Nike Q4 revenue in the EMEA regions declined 6% as wholesale also slipped 1%. Friend attributed declines in EMEA in part to ongoing war in the Middle East.

Nike Digital sales in the Greater China region decreased 25%, dropping Direct sales 14%. Wholesale also fell 19%. Overall, Nike Q4 revenue in Greater China fell 17%.

And in the Asia-Pacific and Latin America (APLA) regions, Nike Digital sales fell 8%. Nike Direct sales overall declined 3%. And total Nike Q4 revenue in APLA decreased 1% year over year.

Friend noted that Nike added new digital partners across five Southeast Asian countries.

Percentage changes may not align exactly with dollar figures due to rounding. Check back for more earnings reports. Here’s last quarter’s article on Nike Digital sales.

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