Athletic brand store currency-neutral sales growth measures sales growth through brand-owned physical stores after removing foreign-currency translation effects.
NIKE store sales declined 4% on a currency-neutral basis in fiscal 2026. Reported store sales were $9.1B, compared with $9.2B a year earlier.
Stores were more resilient than Digital
NIKE Brand Digital sales declined 12% on a currency-neutral basis during the same period.
Comparing the two components helps show whether weakness is broad across Direct or concentrated in one channel.
Store sales growth is not comparable-store sales growth
Total owned-store sales can change with openings, closures, and the store base, while NIKE separately reported a 4% decline in comparable store sales.
Use it with athletic brand Direct 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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These companies are examples of how the concept is reported or discussed in public filings. Definitions can differ by issuer; these links open company research rather than a normalized metric comparison.
- 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 Direct Revenue GrowthBrand Wholesale Revenue Growth
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Compare owned-store sales growth
Compare physical owned-store growth separately from Digital and comparable-store measures.
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