Nike Doubles down on China with new Shanghai creative studio

As Washington intensifies efforts to lure companies back to domestic manufacturing—dangling tariff exemptions as incentives—Nike has opted to chart a different course. The American sportswear giant announced this week that it will deepen its investment in China, unveiling plans to open a new creative studio in Shanghai.

The facility will fall under the umbrella of Nike’s in-house production arm, Icon Studios, and will be tasked with producing a wide range of content—from digital films and live streams to social media campaigns, e-commerce assets, and product photography. The move signals Nike’s intention to strengthen its foothold in a market that remains strategically vital, despite mounting geopolitical and trade pressures.

According to Apparel Resources, the company is aiming to sharpen its appeal among Chinese consumers, who have become increasingly discerning in a crowded and competitive landscape. In fiscal 2024, Greater China generated 7.5 billion dollars in revenue for Nike, representing roughly 15 per cent of its global sales.

Job listings related to the new venture suggest a sharpened focus on market specificity. The in-house studio, they note, will deliver “‘China-right’ creative content at speed and scale,” underscoring Nike’s commitment to hyper-local storytelling and culturally attuned branding.

The announcement comes as U.S. policymakers advocate for reshoring key industries and reducing reliance on supply chains tethered to China. However, for multinational consumer brands like Nike, the commercial logic of staying close to one of the world’s most lucrative markets appears to be holding firm—for now.