Nike Plans Fewer Jordan Retro Releases as Brand Revenue Drops

Nike plans to reduce the volume and frequency of some Jordan retro launches after Jordan Brand revenue fell by a mid-teens percentage in fiscal 2027's first quarter.

Nike's revenue was $11.213 billion for the three months ended Aug. 31, down 4% from a year earlier. The company forecast fiscal 2027 revenue to decline by a high-single-digit percentage.

Jordan Brand represented 13% of Nike's global business during the quarter. CEO Elliott Hill said Nike would “deliberately reduce the volume and frequency of specific Jordan Retro launches.”