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Rio Olympics Gives Nike a Sales Boost

The Rio Summer Olympics helped give Nike a golden opening it needed.

Heading into Tuesday’s earnings report, Wall Street had fretted about a strength of a world’s largest jaunty rigging builder during a time when Under Armour


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, Adidas and other rivals were posting stronger sales in a rival North American market. Talk of a weakening “brand” among consumers began to aspect after a ho-hum sales quarter in June. The batch has been muddled—down 12% so distant in 2016.

But a Olympics gave Nike


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a much-needed and critical jolt. In a latest quarterly results, that coincided with a Games—when sports authority a world’s attention—show Nike has still got it. Revenue jumped 8% to $9.1 billion, while net distinction increasing 9% to 73 cents per share. Analysts had projected $8.9 billion and 56 cents, respectively.

“This summer valid only how absolute foe can be around a world,” CEO and Chairman Mark Parker told investors during a discussion call. He combined that activewear attire and boots was outperforming their broader categories, creation it a “great time to be in a business of sports.”

Nike posted unchanging sales expansion opposite all a vital markets it serves, including a 6% burst in sales in North America and double-digit gains in China, Japan, and many regions in Europe. The expansion in North America is quite notable, as Nike had posted prosaic sales when it reported quarterly formula in June.

That marketplace is rarely competitive: it is where Under Armour is a biggest hazard to Nike, represents a large apportionment of Lululemon Athletica’s


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, and is also where German-based Adidas has found itself back in style after several buliding of underperformance. There have also been vigour from fast-fashion retailers, oppulance brands and dialect stores that all wish a square of a renouned “athleisure” trend—sporty shirts and boots that are increasingly ragged in bars and restaurants, during a office, and while using errands around town.

“The demeanour of foe continues to change bland character around a world,” Parker pronounced on Tuesday. He combined that a success of a difficulty has led to some-more foe from rivals.

Running was a clever behaving category—posting double-digit expansion in a entertain and a strongest sales Nike has ever available for that business segment. High-profile lane events during a Summer Olympics give Nike some selling hum around a using shoes, and a association intentionally releases a some-more innovative products meaningful they will get some-more courtesy from press and consumers.

While Nike’s formula were considerable overall, a batch still slipped roughly 4.5% after hours. That’s since an critical metric that investors caring about—future orders—weren’t as clever as Wall Street had hoped. Nike reported destiny orders for a brand’s shoes and attire would arise 7% altogether and 1% in North America, both blank a estimates by investigate organisation Consensus Matrix (though destiny orders don’t always directly prove income growth.) In this case, a orders are meant to prove orders scheduled for smoothness from Sep by January.

Nike CFO Andy Campion gave some additional clarity about destiny orders on a company’s discussion call, observant there had been reduction association between orders and income than in a past, and so Nike would change how it would news those total in destiny buliding (likely to de-emphasize Wall Street’s courtesy to those numbers). Futures, for example, bar sales of Converse, Nike golf gear, Hurley and Nike branded equipment—so it has never been a ideal indicator of destiny growth.

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