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Nike to End Online Distribution Partnership With Topsports in 2027
Summary
Nike Inc. plans to terminate most of its online distribution business with retailer Topsports starting in January 2027, a strategic shift that analysts believe could create growth opportunities for rivals Adidas and Puma in the Chinese market.
Nike Inc. will terminate most of its online distribution business with major retailer Topsports, with the change set to take effect in January 2027. The move was disclosed in a Wednesday announcement from Topsports, signaling a significant adjustment in Nike's digital sales strategy in the competitive Chinese market.
Potential Boost for Competitors
The decision could create a significant opening for Nike's primary European rivals, according to analysts at Citi. The bank noted that a reduced Nike presence through Topsports' online channels could free up digital "shelf space," potentially benefiting both Adidas AG and Puma SE by increasing their visibility and market access in China.
This development comes as Adidas is experiencing a resurgence in the region. The German sportswear giant reported 17% currency-constant sales growth in China during the first quarter of 2026, highlighting its renewed momentum.
AdContext for Puma's Growth
Citi also pointed to specific growth drivers for Puma in the Chinese market. The analysts highlighted the planned acquisition of a 29% stake in the company by Anta, a major Chinese sportswear entity. That transaction is reportedly expected to be completed by the end of this year, which could further bolster Puma's strategic position and distribution capabilities in the region.
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