Nike announced plans to build a new global campus in Bengaluru, India, as part of CEO Elliott Hill's broader turnaround strategy. The facility, expected to open within the next few years, will house corporate roles across Nike, Jordan Brand and Converse. Hill described the investment as a "long-term commitment" to position Nike for growth in what the company calls "an important growth market and manufacturing hub."
India's e-commerce market was valued at $159.25 billion in 2026 and is projected to reach $332.94 billion by 2031, according to IBEF, a business advocacy group created by the Indian government. Reliance Industries projects India will become the world's third-largest retail market by 2030.
Nike's India bet comes as the company executes a broader cost-cutting program called the Pace strategy, which includes supply chain changes and workforce reductions. Nike expects the effort to generate approximately $2.5 billion in savings through fiscal 2031. The company also reported fiscal first-quarter earnings on October 1, just as it announced the India campus.
The expansion reflects Nike's struggle to reverse years of declining performance. Revenue in Greater China fell 26% in Nike's fiscal first quarter. Hill told analysts the company was taking "deliberate actions" to strengthen the China business, though results will take time to materialize. A Nike spokesperson told CNBC that "China remains a long-term priority for Nike, while India represents another important opportunity to invest in the future of sport and the next generation of athletes."
Some analysts questioned whether the India strategy addresses Nike's immediate challenges. Simeon Siegel, senior managing director at Guggenheim Securities, said Nike must have "compelling product, solid storytelling and extensive distribution in the region to be successful there." Jessica Ramirez, co-founder and managing director at advisory firm The Consumer Collective, said the India plan risked focusing too heavily on long-term vision while the company's direct-to-consumer and sportswear segments continue to underperform. She noted Nike has not shared concrete plans to reverse momentum in China.
Nike plans to discuss the India campus in detail at its investor day next month.