Nike · Full chronicle and history

On October 12, 2026, Xinhua News Agency published an article praising Nike CEO Elliott Hill for making a special trip to the Shanghai Shenhua home stadium to invite Chinese fans to watch a match and gift them jerseys. Netizens compared this to the agency's 2021 condemnation of Nike over the Xinjiang cotton issue, sarcastically calling it 'coming and going'.

On October 1st, an outlet in Sichuan held a discount promotion. Customers rushed into the store to snap up Nike shoes, causing chaos. Netizens commented that everyone has already forgotten about the Nike Xinjiang cotton incident.

A video blogger speculated that around the time of Liu Xiang's retirement, Nike and he rearranged a long-term contract covering roughly ten years after his retirement, rather than a lifetime contract in the traditional sense; this claim has not been confirmed by any public report.