Nike Resale Market Share Rises to 72.3% in September as Jordan Brand Leads Gains, Citi Reports

Nike (NYSE:NKE) increased its share of athletic footwear resale volume in September 2026, with its Jordan brand accounting for most of the improvement, according to data tracked by Citi.

The sportswear company’s resale volume share reached 72.3% during September, representing a month-on-month increase of 63 basis points.

The figure was also above Nike’s average share of 70.8% recorded between June and August 2026, indicating an improvement in its position within the secondary footwear market.

However, Nike’s September performance remained below the 77.0% peak recorded in October 2023, when Citi began monitoring the data.

Jordan Brand Drives Nike’s Resale Market Share Improvement

Citi identified Jordan as the main contributor to Nike’s increase in resale volume share during September.

The improvement suggests that Jordan footwear accounted for a larger proportion of resale activity during the month, supporting Nike’s overall position in the secondary market.

Nike’s share increased by 63 basis points compared with August, equivalent to 0.63 percentage points.

The September reading of 72.3% was also 1.5 percentage points above the company’s average during the preceding three-month period.

Despite the recent increase, Nike’s share remained 4.7 percentage points below its October 2023 high of 77.0%.

The figures indicate a recovery in resale market participation, although Nike has not returned to the highest level recorded since Citi began tracking the data.

Resale Performance Contrasts With Jordan’s Reported Revenue Decline

The improvement in Jordan’s resale performance contrasts with Nike’s recent comments about the brand’s financial results.

During its first-quarter fiscal 2027 earnings report, Nike management identified Jordan as an area requiring improvement.

The company reported that Jordan revenue declined by a percentage in the mid-teens compared with the same quarter a year earlier.

That decline indicates that the brand continued to face challenges in its primary sales operations, despite its stronger position in September’s resale market data.

The difference between the two measures is important because resale volume share reflects transactions in the secondary market rather than revenue generated directly by Nike.

An increase in resale activity does not necessarily translate into higher sales of newly manufactured products or an immediate improvement in the company’s financial performance.

Secondary Market Data Provides a Separate Measure of Consumer Demand

Resale market activity can provide additional information about consumer interest in athletic footwear, particularly for established brands with significant collector and enthusiast demand.

However, the figures tracked by Citi measure Nike’s proportion of resale volume rather than the company’s overall footwear sales or market share across all distribution channels.

Changes in resale share may reflect shifts in trading activity among competing brands as well as changes in demand for individual Nike and Jordan products.

Consequently, the September improvement should be considered separately from Nike’s reported revenue performance.

Citi’s data nevertheless provides an indication that Jordan remained an important contributor to Nike’s presence in the footwear resale market during September.

Nike’s Resale Recovery Remains Below Historical Peak

Nike’s resale volume share increased to 72.3% in September, compared with an average of 70.8% during June through August.

Jordan accounted for most of the month-on-month improvement, despite management previously reporting a mid-teens percentage decline in the brand’s first-quarter fiscal 2027 revenue.

The figures highlight differing trends between secondary-market trading and Nike’s direct business performance.

While the latest resale data indicates improved market share, Nike’s ability to translate consumer interest into stronger reported sales remains a separate consideration for investors.

Nike stock price