Nike's CEO Elliott Hill has announced that Jordan Retros are about to get a lot less crowded. On Nike's FY27 Q1 earnings call, Hill said fewer retros are on the way in 2027.
It's easy to see why. Over the last 12 months, Jordan averaged 10 retro releases a month. Some months hit 19. Nobody can keep up with that, and the retail shelves prove it.
Hill said simply that Nike has been oversupplying its retro product. Going forward, certain launches will get smaller and show up less often. He pointed to the Air Jordan 1 as the example, since Nike already eased off there. Wholesale partners know what's coming too.
We don't know which pairs are affected yet. Nike hasn't given exact timing either, so smaller runs, fewer drops, or both are on the table. North America should feel it first.
The business side explains the shift. Jordan Brand made up 13% of Nike's global business last quarter, and revenue dropped by a mid-teens percentage. Hill wants the Jumpman to feel special again, and honestly, it's about time.
Nike CEO Elliott Hill On 2027 Jordan Releases
Jordan isn't the only place Nike is making cuts. Hill also talked about pulling back on Dunks and some high-volume styles that stopped moving. Sportswear sales fell at a low double-digit rate. Nike is dropping some China channels that don't fit its plan, too. Overall revenue came in at $11.2 billion, and that's down a considerable 4%.
Caitlin Clark gave him something positive to talk about though. Hill called the Caitlin 1 Nike's biggest women's signature launch ever. It landed in 5,000 stores, which is double the usual for a Nike Basketball signature shoe. CNBC reported it nearly sold out in under two hours.
Nike's women's signature business grew nearly 500% from FY22 to FY26. That's real momentum, and it's the kind of heat Nike wants more of. Fewer retros and more hits like this? Hill is betting that's the fix.
