Less than a decade ago, running along Suzhou Creek and appreciating the spectacular vista of the Bund was one of the most attractive things to do in Shanghai. Nike’s sponsored running parties would encourage trendy, fashionable kids to come together to exercise and socialize.
However, with the announcement that the Nike Run Club app will be discontinued in China, it appears that the American sportswear behemoth is losing steam in the Chinese market. On 8th July, 2022, the portal, which provides users with running-related training sessions and daily run data, will officially shut down.
The epidemic is to blame for some of this retreat; it has changed how people exercise. Local training applications like Keep have risen in popularity as a result of the “living room fitness” craze by livestreaming workout sessions such as the popular session hosted by Liu Genghong. These have turned out to be more appealing than the sneaker maker’s running parties.
While the app’s removal isn’t cause for concern, Nike, like its competitors, may have a difficult path ahead in post-pandemic China. Government laws and political issues abound, as well as an increase in guochao trends and tough competition from domestic rivals Li Ning, Anta, and Hongxing Erke, to mention a few.