Nike debuts first line designed entirely in China
Nike, the US sportswear company, has put its name to a clothing line created, designed and developed entirely in China.
The range is called Local Creation Collections. It launches on 12 November in key cities across China WWD.
The first drop holds more than 20 pieces. It spans Nike Sportswear and Jordan Streetwear, Jordan being Nike's basketball-rooted label, and uses a modular system with adjustable silhouettes. That means jackets, trousers and tops designed to be mixed, layered and altered in fit.
Five new materials were developed specifically for the Chinese market. The company has not disclosed fibre details, only that the fabrics were built for local needs and tastes.
Shoppers will find it in selected shops, including SKP-S in Beijing and SND, a multibrand retailer that sells several labels side by side. The timing points to the coming holiday season, when Nike said its first China-built apparel collection would debut China Daily.
The work came from Nike's Local Product Creation team in Shanghai. The team was formed just over 120 days ago. That is fast.
It is led by Flavia Cervantes, vice president of Local Creation for Greater China. Cathy Sparks, Nike's China head, oversees the wider business. Nike described the appointment as its first-ever Greater China vice president for local product creation Nike.
The launch marks Nike's 45th anniversary in China. The brief for the Shanghai team is to translate local sport, culture, style and marketplace insights into product made closer to the wearer.
The context is commercial pressure. Nike's sales in China fell 10% in the third quarter Reuters. Chief executive Elliott Hill is leading a restructuring, and the company is planning further job cuts as it tries to revive growth Reuters.
Rivals are already localising. Locally designed products make up about 60% of the China range at Adidas, the German sportswear rival, up from 10% before its shift Reuters.
What makes this stand out for fans is the customised approach. For shoppers, this means cut, cloth and styling decided in Shanghai rather than adapted from a global template.
