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USA soccer merchandise display.
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Can Nike put one past Adidas in the World Cup?

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Sneakerboy storefront exterior.
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The sales floor has been reset. Now what?

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Models wearing 2026 World Cup jerseys designed by Gap.
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How can brands outscore the opposition during the biggest-ever World Cup?

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Sabastian Sawe, who broke the two hour marathon.
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How Adidas stole Nike’s custody of marathon’s defining moment

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Nike Air Jordan 1 V.A.A. sneaker.
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What is Nike really selling with its Virgil Abloh drop?

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person wearing Nike Jordan
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Why Nike is still struggling to regain its footing in China

Tong Van
A jogger wearing Nike shoes runs along the Charles River in Cambridge, Massachusetts.
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Big marketing push by Nike is unlikely to boost earnings just yet

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Image on Nike logo on storefront.
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What Nike gains from taking back store ownership

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Nike women's' running apparel
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Nike posts modest sales growth in Q1 as reinvention gains progress

Sean Cao
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Experts weigh in on NikeSkims’ chances for success in a hyper-saturated market

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Serena Williams for NikeSkims
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Nike and Skims flex new women’s activewear collection

Kaycee Enerva
A young female model standing in a field of flowers wearing a blue strapless top and a pink Outdoor Voices baseball cap.
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Round two: What happens when a veteran executive returns to a brand they left?

Nicole Kirichanskaya
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Nearly a year on, has Elliott Hill put Nike back on track?

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Adidas paperbag
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Adidas, Uniqlo prepare US price hikes as tariffs bite Asian supply chains

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Image of Converse shoes.
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Converse CEO steps down, replaced by Nike veteran

Darshana Gupta
Kenyan sprinter Faith Kipyegon at the Breaking 4 event in Paris, sponsored by Nike
Sports & adventure IR Pro

Analysis: Nike bets big on events and innovation to regain its edge

Michael Baker
Nike running shoe
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Nike posts annual sales drop, expects strategy to drive improvement this year

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a person puts on Nike shoe
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Nike CEO trusts strategy despite sales downturn

Sean Cao
A campaign image from the running brand On featuring the Sesame Street character Elmo
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How retail narratives shape customer experience and brand loyalty

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A logo of Skims and Nike’s collaboration collection.
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Will a collaboration collection with Skims bring back Nike’s cool factor?

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