Nike’s 44% Converse Marketing Cut Was Not a Demand Measure

Nike’s 44% reduction in Converse marketing expense has figured in speculation about a possible sale of the brand, but the figure measures spending rather than consumer demand.

Converse’s “demand creation” expense fell to $24 million from $43 million in Nike’s fiscal second quarter, ended Nov. 30, 2025. The category includes brand and sports marketing costs. Nike attributed the reduction primarily to lower brand-marketing expense.

Sales figures are separate. Converse revenue was $300 million in that same quarter, down 30% on a reported basis and 31% on a currency-neutral basis. Unit sales fell 26%, while lower average selling prices reduced revenue by about five percentage points.

In Nike’s fiscal first quarter ended Aug. 31, 2026, Converse revenue fell 28% to $263 million from $366 million a year earlier. Unit sales declined 34%, while higher average selling prices offset about six percentage points of the revenue decline. Wholesale revenue fell 25% and direct-to-consumer revenue fell 34%, both on a currency-neutral basis. The latest quarterly sales decline extended across both channels.

BNP Paribas Equity Research analyst Laurent Vasilescu raised the possibility of a sale in January after the marketing-expense decline. Nike’s Oct. 1 results and earnings call did not announce a sale. Vasilescu’s suggestion was an analyst’s view, not a company announcement.