Nike just made it crystal clear it aims to be a player in the premium women’s activewear space. And its new effort probably won’t be cheap.
Yes, Nike has a sizable women’s business, coming in at $8.5 billion in sales for fiscal full-year 2024. But the portion of Nike’s overall sales in the women’s category fell to 21% in 2024 from 23% in 2020 because of the fast growth of the Jordan brand, which is primarily men’s, Cristina Fernández, retail analyst at Telsey Advisory Group, wrote in a note Tuesday. During this period, Nike has lost share to women’s focused apparel brands like Lululemon, Athleta, and Alo Yoga.
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