Nike set to build out new Shanghai studio in China push

[NEW YORK] Nike is opening a new creative studio in Shanghai as the world’s largest sportswear company pumps investment into one of its most crucial markets.

The in-house production division, called Icon Studios, will create content including digital videos, product photography and projects across e-commerce, social media and live streaming, according to new job listings.

Nike has been adding new facilities in China in recent years, including a technology centre in Shenzhen and a sports research lab in Shanghai. The company is looking to get closer to Chinese shoppers and recapture in a market that accounted for US$7.5 billion in annual revenue in fiscal 2024, or 15 per cent of global sales. That’s down from fiscal 2021, when sales of nearly US$8.3 billion represented 19 per cent of the total.

New chief executive officer Elliott Hill visited the country late last year, shortly after coming out of retirement to take the top job.

Nike shares are down 27 per cent so far this year amid concerns about the impact of US tariffs under President Donald Trump.

“We continue to be excited about China long-term,” Hill told investors in December. He added that the company is “making product of China, for China”, and referred to the product-development research lab in the country.

Hill said in March that Shanghai is one of Nike’s five key cities – alongside Beijing, New York, Los Angeles and London. Nike has another Icon department in Los Angeles, which produces marketing imagery and video for the company’s products.

Former Apple marketing executive Jason King is leading Icon for Nike in Shanghai. Management plans to add about two dozen employees to the group, with roles in production, video editing, business planning, operations and logistics, according to the listings.

The in-house production studio will deliver “’China-right’ creative content at speed and scale”, according to the listings.

A representative for Nike declined to comment. BLOOMBERG