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.

Source: TokenPost