NIKE (NKE) plans to launch a new in-house creative studio in Shanghai, called Icon Studios, to regain momentum in one of its key markets, Bloomberg reported Tuesday.

The Shanghai-based studio will focus on producing digital videos, product photography, and content for e-commerce, social media, and live streaming, Bloomberg reported, citing job listings on its website.

The report said the studio would be led by former Apple (AAPL) marketing executive Jason King, and Nike plans to hire about two dozen employees for roles spanning production, video editing, business planning, and logistics.

Nike did not immediately respond to MT Newswires' request for comment.