The US sportswear giant posted a notice to runners in mainland China, saying the app will "cease service and operation" there starting July 8, reports CNN.

In a statement to CNN Business, a Nike (NKE) spokesperson said that it would roll out a "localized" platform for Chinese runners in future, and continue to invest in updating its digital platforms in China.

"We are creating an ecosystem from China for China, specifically catered to the region's unique consumer needs," the representative said.

Interestingly, China is one of Nike's biggest markets.

The company made nearly $ 8.3 billion in revenue in Greater China, which includes Hong Kong and Taiwan, in the last fiscal year, according to its most recent annual report. That was more than its sales in the rest of Asia Pacific and Latin America combined, reports CNN.