Within one minute of Alibaba’s Tmall opening for the first phase of China’s Double 11 – or Singles’ Day – shopping festival at 00:00 on November 1, Nike’s turnover surpassed the ¥100 million RMB (roughly $15 million USD) mark, local media has reported. 

It was the first sportswear brand to achieve ¥100 million RMB in sales during the festival.  

This year’s Double 11 is three days longer than previous years, due to it being the first large-scale shopping festival to take place in China since the start of the covid-19 pandemic. The “first wave” ran from November 1-3, with the “second wave” set to begin on November 11, the typical date of the annual festival.  

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