NKENike, Inc.

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Company Info

CEO

John J. Donahoe

Location

Oregon, USA

Exchange

NYSE

Website

https://investors.nike.com

Summary

NIKE, Inc.

Company Info

CEO

John J. Donahoe

Location

Oregon, USA

Exchange

NYSE

Website

https://investors.nike.com

Summary

NIKE, Inc.

AI Insights for NKE
2 min read

Quick Summary

Nike, Inc. is a global leader in the design, development, marketing, and sale of athletic footwear, apparel, equipment, and accessories. The company serves a diverse customer base that ranges from professional athletes and sports teams to everyday consumers looking for high-performance and stylish sporting goods. As a household name, Nike's customer segment includes men, women, and children engaged in various sports and recreational activities. Its innovative products are distributed through a mix of direct-to-consumer channels (such as Nike-owned retail and digital platforms) and a broad wholesale network of retailers worldwide. Nike's core mission is to inspire athletes and consumers with cutting-edge innovation, strong branding, and culturally influential products.

The Bull Case

  • Nike's unparalleled global brand recognition and market leadership in athletic footwear and apparel remain its core strengths.
  • The company has a deep heritage of product innovation and a proven ability to influence culture through high-profile endorsements and collaborations.
  • Its manufacturing scale, distribution network, and omnichannel presence (combining digital and wholesale) give it significant reach.
  • Nike commands strong loyalty from a wide demographic, including youth and professional athletes, and continues to set industry standards for sports marketing.
  • Additionally, the company maintains robust financial resources and a capacity for strategic investment in growth areas.

The Bear Case

  • Nike currently faces several weaknesses, including declining sales in key segments and regions, notably China and digital channels.
  • Margins have fallen due to heavy discounting, increased supply chain costs, and tariffs.
  • The company is also grappling with leadership transitions, execution missteps in innovation and distribution, and inventory overhang.
  • Analyst sentiment has turned negative, with downgrades and cautious outlooks prevalent.
  • Competition is fierce, eating into Nike's market share, while consumer trends shift rapidly toward new brands and direct-to-consumer models.

Key Risks

  • Key risks include persistent revenue and margin declines, especially if inventory cleanup takes longer than projected or promotional activity erodes brand premium.
  • Ongoing weakness in China and other major markets could prolong the earnings downturn.
  • Supply chain disruptions, rising costs, and tariffs remain evergreen threats.
  • Leadership transitions and internal execution issues, especially around innovation and marketing, could hinder turnaround efforts.

What to Watch

UpcomingDuring the most recent quarter, Nike reported a significant drop in both revenue (-8% YoY) and margins, with additional declines in all geographic regions and sales channels—particularly Digital (-21%).
UpcomingGross margin dropped by 100 basis points, and overall EPS beat slightly but was still lower year over year.
UpcomingThe company's inventory level remained flat, and management announced inventory reduction plans to help restore profitability.
ExpectedFor the next quarter, Nike is expected to continue facing revenue and margin pressures, with analyst forecasts calling for a double-digit decline in revenue and margins.

Price Drivers

  • Nike’s stock price is primarily influenced by quarterly earnings reports, sales growth or decline across core segments (Digital, Wholesale, and Direct), and gross margins.
  • Macroeconomic events such as shifts in consumer spending, global economic health, and currency exchange rates also play significant roles.
  • Ongoing challenges in key markets, especially China, as well as changes in inventory management and supply chain costs have recently impacted margins and investor sentiment.
  • Product innovation, the success of new partnerships (including collaborations or expanded wholesale agreements like with Amazon), and management changes also drive stock trends.

Recent News

  • Recent news about Nike highlights a tumultuous period featuring double-digit revenue declines, lower margins, and intensified inventory challenges.
  • The company announced new partnerships and collaborations, such as expanding its wholesale relationship with Amazon and introducing a 'Take Flight' golf collection with Eastside Golf.
  • Nike’s quarterly earnings showed an EPS beat but a revenue miss, causing shares to drop roughly 8% in response.
  • Management transitions, notably the appointment of new CEO Elliott Hill, have prompted both cautious sentiment and optimism from industry analysts.

Market Trends

  • The broader athletic apparel and footwear market is experiencing shifts toward direct-to-consumer sales, heightened promotional environments, and rapid innovation cycles.
  • Consumer spending remains sensitive to global economic conditions, with discretionary purchases like sportswear vulnerable during downturns.
  • Demand for athleisure and multifunctional apparel continues to rise, while digital sales channels are increasingly important but also highly competitive.
  • The industry faces persistent supply chain disruptions, cost inflation, and shifting consumer preferences driven by trends in sustainability and lifestyle.

Community Research

Research from investors like you

Be the first to share your analysis on NKE

Help fellow investors make informed decisions by sharing your research on fundamentals, catalysts, and outlook.

Topics: Company overview • Products • Competitors • Strengths & Risks

Symbol's posts

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@FallenBlew41 3 weeks ago

NKE at $61… am I tripping or nah?

NKE at $61… am I tripping or nah?

Been eyeing   since it’s down 50% and yeah, the chart looks like a steal. But once I dig in, the math just isn’t mathing.

It’s still trading around 36x earnings, which is actually above its historical average… while revenue is flat to down. That’s weird. Usually when a stock gets wrecked, the multiple compresses. Here it feels like we’re paying a premium for shrinking earnings.

Feels like a classic value trap until earnings actually bottom. Personally waiting closer to $45 for a real margin of safety.

Anyone buying here or is this just dead money till 2027? 

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@Shashaa 4 weeks ago

Nike Cuts 775 Jobs Amid Automation Push

Nike Cuts 775 Jobs Amid Automation Push

is cutting 775 employees, mainly at U.S. distribution centers in Tennessee and Mississippi, as it accelerates its use of “automation.” The move comes as CEO Elliott Hill works to turn around the company after years of slowing sales and shrinking margins. Will automation change the future of work at ?

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@Kokorache 1 month ago

Supreme Court ruling on tariffs expected Wednesday, potential market reaction

Supreme Court ruling on tariffs expected Wednesday, potential market reaction

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@SevenProblem148 1 month ago

NKE still has brand power

NKE still has brand power

Nike has been experiencing some inventory problems and lack of growth, but the brand is not dying. Turnarounds take time, and consumer cycles count. It could be opportunity in the making for those who are patient. 
Would you be waiting on a brand such as this, or do you need something with quicker momentum?

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@Kokorache 1 month ago

Nike up over 4% on insider buying news and heavy options volume

Nike up over 4% on insider buying news and heavy options volume

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@Fortuneriches 1 month ago

Buy on opportunity with technical and fundamental approach but not hunch.

Buy on opportunity with technical and fundamental approach but not hunch.

Hunch Buying techniques on the highest percentages will actually loose.        These are the stocks that right now , which i see based on certain factors, fundamentals and technical prices can be  a ideal investment. 

Portfolio Snapshot – Strategy & Rationale

This portfolio avoids chasing short-term percentage gainers. Positions are built around durable leaders, selective growth, and asymmetric technology bets, with controlled exposure to mega-caps.

Core / Quality Tilt (not over-weighted):

  • NFLX, CMG, NKE – Proven execution, pricing power, brand durability

  • SNPS, NVDA – Infrastructure beneficiaries of long-cycle AI adoption

  • SPY – Market baseline, volatility buffer

Growth & Tech Expansion:

  • TTD, FTNT, IRDM – Scalable platforms with recurring revenue and niche dominance

  • TSLA – Optionality across energy, autonomy, and manufacturing efficiency

Asymmetric / Emerging Tech:

  • ACHR, Richtech Robotics (RR), PLUG, PATH – Early-stage or turnaround plays where downside is defined but upside is non-linear

Thematic / Diversifiers:

  • MRNA – Platform biotech with pipeline optionality

  • TGT – Cyclical recovery with valuation support

  • GDLC – Digital asset exposure without single-coin risk

This is for informational purposes only. Always perform thorough research and consider your financial situation before making investment decisions. Consider revising it with your own advisors based on life events.

 Investments carry risks, and you may lose value, including your principal investment or your investment might become zero.

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@Kokorache 1 month ago

Nike stock down 19% YTD but raises dividend for 24th consecutive year

Nike stock down 19% YTD but raises dividend for 24th consecutive year

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@IsabelLynn 1 month ago

Nike CEO Showing Confidence?

Nike CEO Showing Confidence?


It's interesting to see the CEO of buying shares, especially when the company is navigating some market changes. Insider purchases often signal a strong belief in the company's future turnaround plans. What do you all think this means for going forward?


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@JaneWilliams 1 month ago

Anyone Else watching Nike Here???

Anyone Else watching Nike Here???

’s been kinda all over the place lately. Stock was up about 1.6% during the day, but then it slipped to around $61 after hours, which feels… telling.

I still think is a monster brand long term they know how to innovate and stay relevant. But right now the market clearly isn’t fully convinced about growth and valuation.

So I’m stuck between two thoughts:

Is this dip a decent spot to start building a position, or is it smarter to wait and see if it gets cheaper?

Would love to hear how others are thinking about at these levels buy the fear or stay patient?

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@Simonwhite 2 months ago

Insider Confidence for $NKE?

Insider Confidence for $NKE?


It's interesting to see get a nice boost after Tim Cook's share purchase, especially with the challenges the stock has faced this year. Do you think this kind of insider confidence is a good sign for their turnaround, or is it more of a short-term sentiment lift?