Athletic brand Direct currency-neutral revenue growth measures revenue growth through brand-owned digital and physical retail channels after removing foreign-currency translation effects.
NIKE Direct revenue declined 8% on a currency-neutral basis in fiscal 2026. Reported NIKE Direct revenue was $17.7B, down from $18.8B.
Digital declined faster than stores
The currency-neutral Direct decline reflected a 12% decrease in NIKE Brand Digital sales and a 4% decrease in NIKE store sales.
That channel split matters because an aggregate Direct rate can hide very different traffic patterns.
Direct and wholesale can move in opposite directions
NIKE Brand wholesale revenue grew on a currency-neutral basis in the same year that NIKE Direct declined.
Read Direct growth with athletic brand wholesale currency-neutral revenue growth and Digital currency-neutral sales growth.
Primary source: NIKE fiscal 2026 Form 10-K.
Part of the Athletic Footwear, Apparel & Channel Economics
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- NKEOpen operating-model research →10 of 10 reviewed concepts in Athletic Footwear, Apparel & Channel EconomicsDistribution channel growth4 of 4 bridge concepts supportedContinue through this bridge:Brand Digital Sales GrowthBrand Store Sales GrowthBrand Wholesale Revenue Growth
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Compare brand Direct growth
Compare owned-channel revenue growth while separating Digital and store performance.
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