Nike is launching Icon Studios, a new creative studio in Shanghai, China as part of its continued investment in one of its most important markets.
The in-house division will focus on creating content such as digital videos, product photography, and projects for e-commerce, social media, and live streaming, according to recent job listings.
In recent years, Nike has been expanding its presence in China, with new facilities such as a technology center in Shenzhen and a sports research lab in Shanghai.
The company aims to strengthen its connection with Chinese consumers and regain momentum in a market that generated US$7.5 billion in revenue in fiscal 2024, making up 15% of global sales.
This is a decrease from fiscal 2021, when sales in China reached nearly US$8.3 billion, representing 19% of total global revenue.
The New chief executive officer Elliott Hill visited China late last year, shortly after coming out of retirement to assume the top role at Nike.
“We continue to be excited about China long-term,” Hill told investors in December. He added that the company is “making product of China, for China”, and referred to the product-development research lab in the country.
Hill stated In March that Shanghai is one of Nike’s five key cities, alongside Beijing, New York, Los Angeles, and London.
Nike also has an Icon department in Los Angeles, which creates marketing imagery and videos for the company’s products.
The in-house production studio is set to deliver “China-right” creative content quickly and at scale, according to the job listings.
A Nike representative declined to comment on the matter.
