US sportswear company Nike will implement measures to revive its performance in the Chinese market, where it has reported declining future orders.

Nike’s orders in Greater China fell seven per cent compared to last year. Now it plans to revive its performance by investing in three key areas – product, brand and distribution – which it says will set the stage for future growth.

“There’s a lot going on in this market: an evolving economy, an increasingly sophisticated consumer and a marketplace still challenged with some high inventory levels at retail,” said Charlie Denson, Nike’s president.

“We know what needs to be done in China because we’ve successfully done it before,” he added.

Denson said they have mapped the key shopping districts and started transforming the distribution landscape.

“We still expect to increase our square footage over time, but the retail footprint will evolve to bigger, better and more productive retail spaces,” said Denson.

Consolidated revenues were up seven per cent to $6 billion for the quarter to November 30. Nike brand revenues rose 11 per cent, with growth in all key categories, product types and geographies except Greater China.

GB