Nike Inc. grew revenue in its fiscal Q2 2026, even as digital sales declined more than 10% year over year for the seventh consecutive quarter.
Overall Nike company revenue reached about $12.43 billion in its fiscal Q2 2026, which ended Nov. 30, 2025. That’s 1% more than $12.35 billion the prior year.
Of the total, the Nike brand’s revenue accounted for $12.12 billion, with the remaining $300 million coming from its Converse brand. That represented 1% growth from $11.95 billion for the Nike brand and a 30% decline for Converse, which brought in $429 billion the previous year.
The apparel retailer’s namesake brand grew its wholesale business by 8% year over year in Q2. It also had fewer promotional days, both in physical stores and on Nike.com, according to CEO Elliott Hill. He told investors on the retailer’s Q2 earnings call that North America has led the brand’s growth. Overall, Nike wholesale grew 24% in Q2 in North America.
In China, Nike is adapting its approach to fit the region’s “unique mono-brand footprint and digital-first marketplace,” Hill said.
Also in Q2, Nike Direct revenue decreased 8% to $4.6 %, mostly as Nike Digital sales fell. In-store sales also declined, dropping by 3%.
Nike Direct refers to direct-to-consumer sales of its namesake brand, which includes both physical and digital channels. Meanwhile, Nike Digital refers only to the brand’s online presence.
Days after its fiscal Q2 ended, Nike established a new role, promoting Venkatesh Alagirisamy to chief operating officer from his previous role of chief supply chain officer. It said his role change took effect Dec. 8.
Nike Digital sales Q2 FY26
In Q2, Nike Digital sales dropped 14% year over year.
That’s the eighth consecutive quarter that Nike Digital sales declined. It’s also the seventh straight quarter that they’ve dropped at a rate of more than 10%, as three of those quarters saw Nike ecommerce sales decline 20% or more.
By region, Nike Digital sales sank across the board. Greater China saw the largest year-over-year drop in Nike Digital sales: 36%. In North America, Nike Digital sales decreased 16% year over year. Meanwhile, in the combined Asia-Pacific and Latin America (APLA) metric, Nike Digital sales decreased by 10%. And in Europe, the Middle East and Africa (EMEA), Nike Digital sales fell 2%.
The global decline in ecommerce sales led to Nike Direct declining in all regions as well. However, APLA stood out as the only segment where Nike in-store sales increased year over year (1%).
“North America also made additional progress on repositioning Nike Digital to a more premium representation of the Nike brand, with fewer days of promotion, lower markdown rates and increased demand at full price,” said chief financial officer Matthew Friend.
Capping the quarter off, Nike.com posted its best Black Friday to date, according to Friend. He said a strong sell-through in Jordan Black Cat shoes partially drove that success. That was part of a larger trend of footwear sales growing double digits in stores, digitally and through wholesale, according to Friend.
Nike is No. 13 in the Top 2000. The database is Digital Commerce 360’s ranking of the largest North American online retailers by their annual ecommerce sales. In the database, Nike is the highest-ranking Apparel & Accessories retailer.
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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