NIKE, Inc., together with its subsidiaries, engages in the design, development, marketing, and sale of athletic footwear, apparel, equipment, accessories, and services worldwide. The company provides athletic and casual footwear, apparel, and accessories under the NIKE, Jumpman, Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks. It also sells a line of performance equipment and accessories comprising bags, sport balls, socks, eyewear, timepieces, digital devices, bats, gloves, protective equipment, and other equipment for sports activities under the NIKE brand; and various plastic products to other manufacturers. In addition, the company markets apparel with licensed college and professional team, and league logos, as well as sells sports apparel; licenses unaffiliated parties to manufacture and sell apparel, digital devices, and applications and other equipment for sports activities under NIKE-owned trademarks; and operates digital platforms, including fitness and activity apps; sport, fitness, and wellness content; and digital services and features in retail stores. It sells its products to footwear stores; sporting goods stores; athletic specialty stores; department stores; skate, tennis, and golf shops; and other retail accounts through NIKE-owned retail stores, digital platforms, independent distributors, licensees, and sales representatives. The company was founded in 1964 and is headquartered in Beaverton, Oregon.

Nike currently shows a clear disconnect between the quality of the business and the price the market is paying for it. The P/E, P/S, P/B, and especially P/FCF multiples remain materially above industry medians, indicating a rich valuation despite no longer as strong earnings and cash flow momentum. At the same time, the debt burden looks moderate: debt/equity is below the median, while the current and quick ratios are comfortable, so the balance sheet is not a source of acute risk. The company’s strength still lies in its relatively high gross margin of around 41% and acceptable return on capital, but over the years there has been a gradual deterioration in ROE, ROA, ROI, and operating margin. Net income, operating income, and EBITDA have declined from stronger levels in prior periods, while EPS and forecast EPS look weak relative to the industry. Revenue remains large and relatively stable, but its trajectory does not offset the pressure on profitability. The dividend yield has increased, which supports the investment case for income-oriented investors, but this does not fully compensate for the weakening operating momentum. Shareholders’ equity and assets are generally stable, but future business value growth will need to be driven by improved margins rather than scale alone. In its current form, the fundamentals rather justify a cautious valuation approach, because the industry premium on multiples looks high for a company with deteriorating efficiency trends. For an investor, this means the upside from re-rating is limited, and a more realistic view would be a moderate reduction in the target price until signs of margin and earnings recovery emerge.

Nike, Inc.

Сильный индекс, значительно упал. Быки в растерянности.

Strong index, significantly down. The bulls are confused.

Средний индекс, значительно вырос. Рынок на стороне быков.

Medium index, significantly up. The market is on the bulls' side.

Сильный индекс, значительно вырос. Приток средств в лонги на высоком уровне.

Strong index, significantly up. Inflow of funds into longs at a high level.

Nike remains expensive on valuation multiples amid weakening earnings and margins; the balance sheet is strong, the dividend is growing, but fundamentals are still more of a...

NIKE, Inc. NKE has been facing demand headwinds, with weakening consumer demand for its products weighing on sales. NIKE highlighted that consumers are becoming more cautious about discretionary spending amid an uncertain macroeconomic environment, leading to lower store traffic and slower retail sales trends.
Consequently, NIKE’s fourth-quarter revenues fell 4% on a currency-neutral basis. Revenues for the NIKE Brand were flat on a reported basis and down 3% on a currency-neutral basis. The weakness was mainly due to declines in Greater China and EMEA, somewhat offset by growth in North America. NIKE Direct revenues declined 7% on a reported basis, owing to a 12% decline in NIKE Brand Digital and a 7% fall in NIKE-owned stores.
The company also continues to face weak demand for its Sportswear and Jordan Streetwear businesses, where sell-through remains soft and promotional activity is elevated. Management cited that Sportswear and Jordan Streetwear are expected to continue to be negative in fiscal 2027, with improvement likely in the back half. Although performance categories such as Running, Training and Global Football are gaining momentum, these gains are not yet sufficient to offset weakness in the larger lifestyle categories.
Although NIKE expects these demand headwinds to continue weighing on revenue growth in the near term, it is focusing on product innovation, marketplace enhancements and stronger consumer engagement to revive demand and support growth. NIKE is streamlining inventory, reducing promotional activity and investing in its wholesale network. It is executing its "Win Now" turnaround strategy, which focuses on strengthening culture, accelerating product innovation, reinforcing brand strength and enhancing consumer engagement.
Looking ahead, investors will closely monitor whether NIKE's turnaround initiatives, including innovation, a stronger sport-focused strategy and an enhanced consumer experience, can revive demand. While these investments may pressure near-term earnings due to higher spending, they are expected to strengthen brand engagement, restore healthier demand, improve full-price sales and support sustainable earnings growth.
NKE’s Competition
lululemon athletica inc. LULU continues to benefit from the progress with its Power of Three X2 growth strategy. LULU remains focused on its long-term growth strategy, which centers on continuous product innovation, enhancing the guest experience and expanding its international presence to drive sustainable growth. lululemon is experiencing robust international momentum, with China and other global markets driving faster growth.
adidas AG ADDYY is focused on strengthening its brand appeal through continuous product innovation, operational excellence and strategic growth initiatives. ADDYY remains committed to enhancing profitability and long-term competitiveness by maintaining inventory discipline, improving operational efficiency and advancing its sustainability efforts. In addition, adidas is expanding its global footprint through localized market strategies, increased digital investments and an ongoing expansion of its retail store network.
NKE’S Price Performance, Valuation and Estimates
Shares of NIKE have lost 32.7% in the past six months compared with the industry’s decline of 27.3%.
From a valuation standpoint, NKE trades at a forward price-to-earnings ratio of 22.94X compared with the industry’s average of 19.96X.
The Zacks Consensus Estimate for NKE’s fiscal 2027 and fiscal 2028 earnings implies year-over-year growth of 10.1% and 35.1%, respectively. The company’s EPS estimate for fiscal 2027 and fiscal 2028 has moved south in the past 30 days.
NIKE stock currently carries a Zacks Rank #4 (Sell).
You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Beyond Nvidia: AI's Second Wave Is Here
The AI revolution has already minted millionaires. But the stocks everyone knows about aren't likely to keep delivering the biggest profits. AI’s second wave is moving from infrastructure to implementation and these companies are at the forefront of this transition, positioned to become what Amazon and Google were to the internet era.
See Stocks Now >>
Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report
Adidas AG (ADDYY) : Free Stock Analysis Report
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

NIKE Faces Demand Headwinds: What Lies Ahead for Earnings?

Key Points
Even with Caterpillar, industrials aren't the heaviest-weighted sector in the Dow.
GE Vernova equipment is in high demand for data center applications.
GE Vernova would need to issue a stock split to be considered for the Dow.
International Business Machines had its worst day in its history on July 14. So you may think that the blue chip dividend stock would drag down the Dow Jones Industrial Average, but that didn't happen. IBM has only a 2.3% weighting in the Dow, so its losses were more than offset by fellow Dow component Goldman Sachs, which has a 12.4% weighting and gained 9% that day.
This is just one of many examples when a Dow heavyweight has carried drastic underperformance from lower-weighted components. Ten of the Dow's 30 components are down year to date, but the Dow is up nearly 8% thanks to the overperformance of its top three heaviest weighted components. Goldman Sachs has the top weighting in the Dow and is up 23%, followed by Caterpillar (NYSE: CAT), which has a 10.3% weighting and is up 56%; and UnitedHealth Group, which has a 4.9% weighting and is up 30% on the year.
Missed Nvidia in 2009? This Rare Signal Is Flashing Again. In 2009, a "Double Down" signal flashed for a little-known chipmaker called Nvidia. For the first time in years, that same "Total Conviction" signal is flashing for a company 1/100th the size of Nvidia. Continue »
The price-weighted Dow index can become unbalanced if a handful of stocks surge in price without issuing stock splits. Goldman Sachs is up 190% in the last five years, and Caterpillar has done even better, jumping 330%. Combined, these two stocks make up over 22% of the Dow.
Right now, the industrials sector has the second-highest overall weighting in the Dow, representing 19% of the index. I believe there's an industrial stock that would be an ideal component to join the Dow, but it would need Caterpillar to issue a stock split first to balance the index's industrial sector weighting. That stock is GE Vernova (NYSE: GEV) -- let's see if it's a good buy now.
A Caterpillar split could open the door for GE Vernova
GE Vernova has some history in the Dow. It was created by the 2023 split of General Electric, which was divided into GE Vernova, GE Healthcare Technologies, and GE Aerospace. GE was one of the original members of the Dow when it was founded in 1896, but was removed in 2018.
The three independent companies have collectively produced incredible gains for investors who held the original stock. GE Vernova is up a mind-numbing 700% since its spinoff and 533% in the last two years. The rapid rise has pole-vaulted its market cap to $282 billion -- making it the third most valuable U.S. industrial company behind Caterpillar and GE Aerospace.
But Caterpillar would likely need to split its stock to make room for GE Vernova so the industrial sector isn't overweighted in the index. Caterpillar has issued stock splits in the past; its most recent split came in 2005.
And which company would be removed from the index to make room for GE Vernova? A very logical seat change could be dropping Nike, given that the athletic wear company is hovering near a 12-year low and its turnaround is taking far longer than expected. Nike has the smallest weighting in the Dow, making up only 0.48% of the index.
GE Vernova is a candidate to split its stock as well
At just over $1,000 per share at the time of this writing, GE Vernova would need to issue a stock split of its own before being added to the Dow.
If Caterpillar issued a stock split and GE Vernova replaced Nike at its current price, the Dow's industrial sector weighting would increase even more, and GE Vernova would instantly become one of the most heavily weighted components alongside Goldman Sachs. The Dow typically adds stocks only if they are priced closer to the index's median weighting or have recently split their own shares, to avoid tilting the index's balance.
For example, Alphabet issued a 20-for-1 stock split in 2022 and was added to the Dow in June of this year. If GE Vernova issued a 4-for-1 split, it would be priced right around the median of the Dow components.
This hypergrowth industrial stock deserves a seat in the Dow
Given its industry-leading role in supplying industrial machinery, such as heavy-duty gas turbines, for AI data centers, GE Vernova stands out as a logical choice for adding another industrial component to the Dow.
Despite its massive run-up in recent years, GE Vernova fetches a surprisingly reasonable 30.8 price-to-earnings ratio because its earnings growth has kept up with its stock price appreciation. However, analyst consensus estimates have GE Vernova earning $30.64 in 2026 earnings per share (EPS) but just $24.48 in 2027 EPS.
Investors who believe we are still in the early innings of the AI infrastructure build-out may still want to buy GE Vernova, but it's worth noting that cyclical stocks can look cheap when their trailing earnings are in an expansion cycle, and then far more expensive as earnings compress during downturns. GE Vernova could pull back just as quickly as it ran up if there's a spending slowdown, making the stock ideally suited for risk-tolerant investors willing to endure volatility.
Should you buy stock in GE Vernova right now?
Before you buy stock in GE Vernova, consider this:
The Motley Fool Stock Advisor analyst team just identified what they believe are the 10 best stocks for investors to buy now… and GE Vernova wasn’t one of them. The 10 stocks that made the cut could produce monster returns in the coming years.
Consider when Netflix made this list on December 17, 2004... if you invested $1,000 at the time of our recommendation, you’d have $371,519!* Or when Nvidia made this list on April 15, 2005... if you invested $1,000 at the time of our recommendation, you’d have $1,281,302!*
Now, it’s worth noting Stock Advisor’s total average return is 892% — a market-crushing outperformance compared to 206% for the S&P 500. Don't miss the latest top 10 list, available with Stock Advisor, and join an investing community built by individual investors for individual investors.
Daniel Foelber has positions in Nike. The Motley Fool has positions in and recommends Alphabet, Caterpillar, GE Aerospace, GE HealthCare Technologies, GE Vernova, Goldman Sachs Group, International Business Machines, and Nike. The Motley Fool recommends UnitedHealth Group. The Motley Fool has a disclosure policy.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

This Industrial Stock Is Up 533% in 2 Years. I Predict It Will Join the Dow if Caterpillar Issues a Stock Split.

Key Points
Nike is trading at a deep discount to its previous highs, potentially undervaluing future earnings.
Management is restructuring the business for sustainable long-term growth.
The progress Nike is achieving in operations makes the stock a hold at a minimum.
Nike (NYSE: NKE) stock is trading 75% from its previous peak, following weakening sales growth and margin pressure in recent years. At these lower prices, Nike's global brand recognition is likely undervalued, making the stock a solid hold, if not a buy, for the next decade.
However, investors will have to be patient. Nike has been dealing with weak demand for lifestyle products, such as sportswear and the Jordan brand, which account for roughly half of the company's revenue.
Where to invest $1,000 right now? Our analyst team just revealed what they believe are the 10 best stocks to buy right now, when you join Stock Advisor. See the stocks »
The recent spike in gas prices is not helping Nike's cause, likely contributing to the 1% year-over-year decrease in sales last quarter. But management is focusing on what it can control. Structural improvements to the supply chain and tighter inventory management put Nike on a path to earnings growth and stronger margins over the next 10 years, which may not be reflected in the current stock price.
Nike's recovery has been slow, but it is taking shape
CEO Elliott Hill has called the turnaround progress "uneven" and noted that the business is not living up to its full potential. But that acknowledgment also hints at how cheap the stock could be right now. During the recentearnings call Hill said management is building "Nike the right way, not for the next quarter, but for the next decade."
Nike's most fundamental competitive advantage is how it markets its brand through athletes, sports teams, and major events that grab attention. For example, Nike's various marketing campaigns received 1.5 billion views during the first week of the World Cup. This creates what management calls the "Nike multiplier" effect, which amplifies the brand and drives long-term demand. This is how Nike has grown into a business generating $46 billion in annual sales and leading the global footwear market.
Why the stock is worth holding
Nike's financials are weak right now. Revenue was flat in fiscal 2026 (which ended in May), while earnings were down 3% year over year to $2.10. But there is progress beneath the headline numbers.
Management is tightening inventory to better match supply with demand. This is driving higher full-price sales without the need to discount prices to clear excess inventory. Nike is also becoming faster and more precise in how it designs, manufactures, and distributes products to stores. These are structural improvements that will show up down the road in higher gross margin and earnings.
Nike's previous peak adjusted (non-GAAP) earnings per share was $3.95 in fiscal 2024. Compared to those peak earnings, the stock trades at a price-to-earnings multiple of 11, which is cheap. The problem is that it's uncertain how quickly earnings can recover. Analysts currently expect adjusted earnings to reach $2.75 by fiscal 2029.
Still, Nike might be rounding the corner right now. Revenue isn't growing but remains stable, and the operational improvements should put the business on track to resume earnings growth over the next year or so. I believe Nike stock is worth holding, and perhaps worth starting a new position in while it's deeply discounted.
Should you buy stock in Nike right now?
Before you buy stock in Nike, consider this:
The Motley Fool Stock Advisor analyst team just identified what they believe are the 10 best stocks for investors to buy now… and Nike wasn’t one of them. The 10 stocks that made the cut could produce monster returns in the coming years.
Consider when Netflix made this list on December 17, 2004... if you invested $1,000 at the time of our recommendation, you’d have $369,577!* Or when Nvidia made this list on April 15, 2005... if you invested $1,000 at the time of our recommendation, you’d have $1,301,557!*
Now, it’s worth noting Stock Advisor’s total average return is 908% — a market-crushing outperformance compared to 208% for the S&P 500. Don't miss the latest top 10 list, available with Stock Advisor, and join an investing community built by individual investors for individual investors.
*Stock Advisor returns as of July 23, 2026.
John Ballard has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Nike. The Motley Fool has a disclosure policy.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Nike Stock for the Next 10 Years: Buy, Hold, or Avoid?

(RTTNews) - Nike Inc (NKE) plans to cut ties with thousands of online distributors in China starting in January, as it looks to tighten control over how the brand is priced and presented online and to reignite growth in the region.
From next year, Nike says it will concentrate most of its online sales on its own website and app, as well as its official flagship stores on Tmall, JD.com, and Douyin. That shift will reduce its dependence on the many third-party online shops run by physical retail partners and secondary distributors, which Nike says have led to inconsistent pricing and uneven branding.
Nike added that it will continue supporting retail partners' brick-and-mortar stores, even as it scales back their online sales presence. The company expects the approach to improve the customer experience and give it more control over pricing, although some analysts warn it could put pressure on revenue in a market where Nike's sales have fallen by about 30% over the past five years.
Still, Topsports Nike's largest distributor in mainland China supported the move, saying it could help create a healthier, more sustainable retail environment and improve the consumer experience over the long term.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Nike To Cut Thousands Of Online Distributors In China To Strengthen Brand Control

Looking today at week-over-week shares outstanding changes among the universe of ETFs covered at ETF Channel, one standout is the SPDR Dow Jones Industrial Average ETF Trust (Symbol: DIA) where we have detected an approximate $182.5 million dollar outflow -- that's a 0.4% decrease week over week (from 87,342,867 to 86,992,867). Among the largest underlying components of DIA, in trading today Sherwin-Williams Co (Symbol: SHW) is up about 0.6%, Walmart Inc (Symbol: WMT) is down about 1%, and Nike (Symbol: NKE) is lower by about 3%. For a complete list of holdings, visit the DIA Holdings page » The chart below shows the one year price performance of DIA, versus its 200 day moving average:
Looking at the chart above, DIA's low point in its 52 week range is $433.40 per share, with $532.54 as the 52 week high point — that compares with a last trade of $522.68. Comparing the most recent share price to the 200 day moving average can also be a useful technical analysis technique -- learn more about the 200 day moving average ».
Exchange traded funds (ETFs) trade just like stocks, but instead of ''shares'' investors are actually buying and selling ''units''. These ''units'' can be traded back and forth just like stocks, but can also be created or destroyed to accommodate investor demand. Each week we monitor the week-over-week change in shares outstanding data, to keep a lookout for those ETFs experiencing notable inflows (many new units created) or outflows (many old units destroyed). Creation of new units will mean the underlying holdings of the ETF need to be purchased, while destruction of units involves selling underlying holdings, so large flows can also impact the individual components held within ETFs.
Further DIA Research:
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

DIA, SHW, WMT, NKE: Large Outflows Detected at ETF

Key Points
Nike's brand shouldn’t be overlooked, as it supports the company’s relevance over the long term.
Overall revenue trends continue to be disappointing, with competitive forces and the macro backdrop making things even more difficult.
Shares trade at a historically low price-to-sales ratio, but the depressed valuation is justified right now.
Nike (NYSE: NKE) collected $46.4 billion in fiscal 2026 revenue. (Its fiscal year ended May 31.) This single data point highlights its leading position in the global sportswear market. The company's success is powered by its brand recognition.
But this consumer discretionary stock has been an epic failure for shareholders. Its price is currently 76% off its peak from November 2021 as of July 16, because of much weaker financial performance in recent years. Management, led by CEO Elliott Hill, is working to turn things around. But the challenging recovery is taking time.
Where to invest $1,000 right now? Our analyst team just revealed what they believe are the 10 best stocks to buy right now, when you join Stock Advisor. See the stocks »
Investors are now looking at a beaten-down stock in what has historically been a world-class business. Does Nike present a once-in-a-lifetime buying opportunity before shares go parabolic?
Strengths and weaknesses
As mentioned, Nike's brand is key to its success. Supported by product innovation, impressive marketing, strong distribution, and high-profile endorsements, this is certainly a household name.
The brand gives the business a certain level of pricing power. And it supports durability. Nike's financial performance has been under pressure, but it can lean on the brand image to remain relevant enough to right the ship. That's an advantage.
During the fiscal 2026 fourth quarter, Nike reported 3% year-over-year revenue growth in North America, making it the best-performing region. Wholesale revenue here jumped 10%, "driven by new and existing distribution," according to Chief Financial Officer Matt Friend.
Running continues to be a promising category. "We've now delivered five consecutive quarters of double-digit growth in Nike Running," Hill said on the Q4 2026earnings call Under Nike's Sport Offense strategy, product innovation has been revamped.
These strengths, however, are masked by ongoing weaknesses, as seen in the headline numbers. Nike's top line was flat in fiscal 2026 compared with the prior year. And consensus analyst estimates call for the number to decline 1.5% in fiscal 2027.
Excluding the impact of tariff refunds, Nike's gross margin contracted slightly year over year in Q4 2026. And even including the tariff benefit, net income fell 3% for the full fiscal year, demonstrating the ongoing challenge of stabilizing the bottom line during a turnaround that's happening in a choppy economic environment.
Greater China has usually been viewed as Nike's highest-opportunity market. That assumption continues to be put to the test, though. In the fourth quarter, sales in the region dipped 12% year over year, marking one of the worst three-month periods in terms of total revenue there in recent memory.
The topic of competition reveals another constant challenge Nike must be able to navigate. Fashion is a tough market to find consistent success in, introducing a difficult backdrop. While Nike has stood the test of time, it's learning the hard way that it must make product innovation a mission-critical priority if it wants to draw the attention of consumers, especially when rivals launch their own compelling offerings.
The consumer discretionary stock is cheap for a reason
With shares 76% below their all-time record, it's crystal clear exactly what the market thinks of this business. It's the furthest thing from an optimistic point of view.
This stock trades at a price-to-sales ratio of 1.4. That's a depressed valuation. Not counting the past few weeks, investors have to go all the way back to 2009 to find the last time shares were selling at this multiple. It's hard to imagine that market sentiment could be any weaker.
And you can't blame the investment community for adopting this view. Nike's financial results support the bear case much more than they drive a bullish perspective toward the company.
It's safe to say that Nike is not a once-in-a-lifetime buying opportunity right now. There's no reason to believe that shares can go parabolic anytime soon. The business has a lot of work left to do to return to solid revenue and profit growth on a consistent basis.
Should you buy stock in Nike right now?
Before you buy stock in Nike, consider this:
The Motley Fool Stock Advisor analyst team just identified what they believe are the 10 best stocks for investors to buy now… and Nike wasn’t one of them. The 10 stocks that made the cut could produce monster returns in the coming years.
Consider when Netflix made this list on December 17, 2004... if you invested $1,000 at the time of our recommendation, you’d have $364,562!* Or when Nvidia made this list on April 15, 2005... if you invested $1,000 at the time of our recommendation, you’d have $1,247,668!*
Now, it’s worth noting Stock Advisor’s total average return is 894% — a market-crushing outperformance compared to 207% for the S&P 500. Don't miss the latest top 10 list, available with Stock Advisor, and join an investing community built by individual investors for individual investors.
Neil Patel has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Nike. The Motley Fool has a disclosure policy.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Nike Is Down 76% From Its All-Time High. Is This a Once-in-a-Lifetime Buying Opportunity Before the Stock Goes Parabolic?

Key Points
The footwear giant continued to report flat revenue growth.
Tariffs are pushing profit margins lower.
The Iran conflict has lifted inflation, which could weigh on consumer spending.
Nike (NYSE: NKE) has been struggling for years, and those challenges continued in the first half of the year, pushing the stock lower.
Nike told investors that its hoped-for turnaround would take longer than expected; revenue continued to be flat; its CFO said it was stepping down, and tariff-related expenses torched its profits.
Missed Nvidia in 2009? This Rare Signal Is Flashing Again. In 2009, a "Double Down" signal flashed for a little-known chipmaker called Nvidia. For the first time in years, that same "Total Conviction" signal is flashing for a company 1/100th the size of Nvidia. Continue »
As a result, the stock lost 36% over the first half of the year, according to S&P Global Market Intelligence.
As you can see from the chart below, the stock's declines came primarily in March and April, and it fell sharply following its third-quarter earnings report at the end of March.
Nike's slide continues
Nike's issues in the first half of the year will be familiar to anyone who has followed the stock in recent years.
Investors have been hopeful that Elliott Hill, who took over as CEO nearly two years ago, could turn the business around, but that has yet to materialize.
In the first half of the calendar year, tariffs hit the company's profits sharply. In its third-quarter earnings report, revenue was flat at $11.3 billion, and gross margin fell 130 basis points to 40.2%.
The stock fell 15.5% on April 1 after the report came out, its worst day of the year. However, investors seemed to be more concerned about its forecast of declining revenue in the fourth quarter and comments on theearnings callthat it didn't expect gross margin to return to growth until the second quarter of fiscal 2027, which ends this November. Investors were hopeful that it would get back to margin expansion sooner than that.
Additionally, the stock sank in March as the war in Iran weighed on stocks broadly, especially consumer discretionary names like Nike. Nike is sensitive to inflation, which can impact consumer spending, and the war also has the potential to disrupt supply chains.
What's next for Nike
Nike stock initially plunged on its fourth-quarter earnings report, released on June 30, falling double-digits in the after-hours session. However, the stock finished up 5% the following day, a sign that investors may believe that Nike is bottoming out.
The results were again mostly underwhelming, with revenue down 1%, but investors seem convinced that the new fiscal year would bring a return to margin expansion, which it continues to expect in the second quarter.
Nike's turnaround is showing results in some categories as it's now growing and gaining market share in running, but there's still a lot of work to be done. At this point, it's hard to call the stock cheap even as it's fallen more than 75% from its peak, but there's certainly upside potential if it can return to growth on the top and bottom lines.
Should you buy stock in Nike right now?
Before you buy stock in Nike, consider this:
The Motley Fool Stock Advisor analyst team just identified what they believe are the 10 best stocks for investors to buy now… and Nike wasn’t one of them. The 10 stocks that made the cut could produce monster returns in the coming years.
Consider when Netflix made this list on December 17, 2004... if you invested $1,000 at the time of our recommendation, you’d have $364,562!* Or when Nvidia made this list on April 15, 2005... if you invested $1,000 at the time of our recommendation, you’d have $1,247,668!*
Now, it’s worth noting Stock Advisor’s total average return is 894% — a market-crushing outperformance compared to 207% for the S&P 500. Don't miss the latest top 10 list, available with Stock Advisor, and join an investing community built by individual investors for individual investors.
*Stock Advisor returns as of July 21, 2026.
Jeremy Bowman has positions in Nike. The Motley Fool has positions in and recommends Nike. The Motley Fool has a disclosure policy.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Why Nike Stock Lost 36% in the First Half of 2026

As Deckers Outdoor Corporation DECK prepares to unveil its first-quarter fiscal 2027 earnings on July 23, before the opening bell, investors are eager to see if the company can beat market expectations.
The Zacks Consensus Estimate for revenues stands at $1,017 million, implying 5.4% growth from the prior year. Meanwhile, the consensus mark for earnings has remained stable over the past 30 days at 88 cents a share and suggests a 5.4% decrease from the year-ago period.
DECK has a trailing four-quarter earnings surprise of 22.7%, on average. In the last reported quarter, Deckers’ bottom line outperformed the Zacks Consensus Estimate by a margin of 18.5%.
Image Source: Zacks Investment Research
What the Zacks Model Says About DECK’s Q1 Earnings
As investors prepare for Deckers' first-quarter results, the question looms regarding an earnings beat or miss. Our proven model does not conclusively predict an earnings beat for Deckers this time. The combination of a positive Earnings ESP and a Zacks Rank #1 (Strong Buy), 2 (Buy) or 3 (Hold) increases the odds of an earnings beat. However, that’s not the case here. You can see the complete list of today’s Zacks #1 Rank stocks here.
Deckers has a Zacks Rank #2 and an Earnings ESP of 0.00%. You can uncover the best stocks to buy or sell before they’re reported with our Earnings ESP Filter.
Deckers Outdoor Corporation Price, Consensus and EPS Surprise
Key Factors to Observe Ahead of Deckers' Q1 Earnings
Deckers’ first-quarter performance is likely to have been supported by continued momentum at HOKA, where consumer demand remained healthy across both performance and lifestyle categories. Management highlighted the brand's robust innovation pipeline, supported by recently introduced road and trail running products, continued expansion of key footwear franchises and growing brand awareness. The company also pointed to encouraging wholesale order trends, healthy full-price sell-through and a disciplined marketplace strategy. These factors are likely to have helped sustain revenue growth while reinforcing HOKA’s ability to attract new consumers across global markets.
Another likely driver is the ongoing strength of the UGG brand, which has evolved beyond its traditional winter focus into a broader year-round lifestyle franchise. Management emphasized continued consumer engagement across newer footwear categories, including sneakers, sandals and clogs, while also expanding its appeal among male shoppers. The company’s strategy of refreshing iconic franchises with new silhouettes and extending successful product franchises has strengthened brand relevance across multiple seasons. These initiatives, combined with balanced execution across wholesale and direct-to-consumer channels, are likely to have supported first-quarter sales.
Deckers’ disciplined marketplace execution and continued investment in long-term brand building are also likely to have a positive influence during the quarter. The company has remained focused on carefully managing inventory and expanding consumer engagement through marketing, digital capabilities and selective retail expansion. Management also highlighted ongoing investments in product innovation, technology and customer acquisition, alongside a strategy of measured international expansion and targeted wholesale partnerships. These initiatives are designed to strengthen brand equity rather than pursue short-term volume, positioning the company to capture sustainable demand while preserving its premium pricing strategy.
On the downside, profitability in the first quarter is likely to have been pressured by several temporary and structural cost headwinds despite healthy demand. Management had cautioned that the quarter would include elevated marketing spending to support brand initiatives, higher operating costs associated with hiring, and ongoing investments in technology and retail expansion. Gross margin is also likely to have faced pressure from higher tariffs.
DECK Stock Price Performance
Deckers, which competes with NIKE, Inc. NKE and Crocs, Inc. CROX, has fallen 3.4% over the past three months compared with the industry’s decline of 2.5%. While shares of Crocs have risen 28.6%, those of NIKE have declined 4.8%.
Image Source: Zacks Investment Research
Does DECK Present a Strong Case for Value Investing?
Deckers’ valuation remains discounted relative to the industry. The stock currently trades at a forward 12-month P/E multiple of 13.52, below the industry average of 14.45. DECK is also trading below its own 12-month median P/E of 14.89, suggesting that the stock remains attractively valued relative to the industry and its recent historical range.
Deckers is trading at a discount to NIKE (with a forward 12-month P/E ratio of 23.61) but at a premium to Crocs (9.50).
Image Source: Zacks Investment Research
Final Words on Deckers
Deckers enters its first-quarter earnings release on solid operational footing, supported by continued strength across its HOKA and UGG brands, disciplined marketplace execution and sustained investments in long-term growth initiatives. However, higher tariffs and increased spending on marketing, technology and retail expansion are likely to have weighed on profitability during the quarter. While the company's favorable Zacks Rank reflects confidence in its long-term fundamentals, the Earnings ESP does not point to a clear earnings surprise this time. Given Deckers' strong brand momentum, attractive valuation and proven execution, current investors may consider holding their positions, while prospective investors may look to accumulate the stock on any post-earnings development with a long-term investment horizon.
Zacks' Research Chief Names "Stock Most Likely to Double"
Our team of experts has just released the 5 stocks with the greatest probability of gaining +100% or more in the coming months. Of those 5, Director of Research Sheraz Mian highlights the one stock set to climb highest.
This top pick is a little-known satellite-based communications firm. Space is projected to become a trillion dollar industry, and this company's customer base is growing fast. Analysts have forecasted a major revenue breakout in 2025. Of course, all our elite picks aren't winners but this one could far surpass earlier Zacks' Stocks Set to Double like Hims & Hers Health, which shot up +209%.
Free: See Our Top Stock And 4 Runners Up
Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Deckers' Q1 Earnings Preview: Is DECK Ready to Surprise Wall Street?

For Immediate Release
Chicago, IL – July 21, 2026 – Zacks.com announces the list of stocks featured in the Analyst Blog. Every day the Zacks Equity Research analysts discuss the latest news and events impacting stocks and the financial markets. Stocks recently featured in the blog include: Alphabet GOOG, Tesla TSLA, Intel INTC, American Express AXP, Adidas ADDYY, Nike NKE and Carlsberg CABGY.
Here are highlights from Monday’s Analyst Blog:
Q2 Earnings, in a Higher Gear: Global Week Ahead
What happens across this busy Global Week Ahead?
· Q2 earnings season kicks into gear this week, with
· Alphabet, the first of the so-called hyper-scalers, set to report, while
· The European Central Bank (ECB) looks ready to hold its policy rate, after a hike last time around
Next are Reuters' five world market themes, re-ordered for equity traders—
(1) S&P500 Q2-26 Earnings Results Pour In
A high-stakes earnings season for U.S. companies heats up in the coming week, with Alphabet headlining a busy slate of results that poses a challenge for a stock market near record highs.
Alphabet is the first of the "hyper-scalers" to report this quarter, and investors will be highly sensitive to any changes the Google parent makes to its capital spending plans. Booming AI capex has been at the heart of this year's rally, propelling soaring shares of semiconductor and other tech companies.
A host of other major companies are also set to report, including Tesla, Intel and American Express.
With more than 40 companies having already reported, overall S&P 500 earnings are expected to rise by 25.7% from a year ago, according to LSEG IBES data as of Thursday.
Last week, reports from major U.S. banks showed earnings powered ahead with a strong lift from fees for advising on mergers and acquisitions and surging trading revenue.
(2) The World Cup Finale
After five weeks of drama, shock exits and nail-biting finishes, the world's biggest sporting event came down to Sunday's finale, pitting reigning champions Argentina against European champions Spain. It was an epic duel that went to Extra Time, with Spain eking out a 1-0 victory. It was the nation's first World Cup win since 2010.
It's been a bonanza not just for football, but for business, with fans splurging on everything from flights and hotels to replica shirts and plenty of beer, creating a windfall for travel firms, sportswear makers and drinks companies.
One clear winner is Adidas, which backed 14 teams for the tournament. The German sportswear giant sponsors both finalists, guaranteeing itself a champion. Rival Nike "bottled it," with none of its 12 sponsored teams, including England and France, making the final.
Brewers have had a less straightforward ride. Early departures for big beer-drinking nations such as Brazil, Germany and Colombia curbed expectations for a sales windfall.
But strong performances from several Western European teams, including the U.K., France, Switzerland and Norway, could still leave Carlsberg raising a glass.
(3) The European Central Bank (ECB)? It is Set for a Policy Rate Pause.
The ECB is likely to stand pat on Thursday, after last month it became the first of the biggest central banks to hike ‌rates since the Iran war began.
Policymakers' relief at last month's quick retreat in energy prices proved very short-lived following an escalation in the conflict, highlighting the uncertainty ahead.
Luckily for now, oil prices are far lower than levels they reached earlier in the conflict and the futures curve is between the baseline and milder scenarios the ECB laid out in June, so the picture hasn't shifted enough for policymakers to hit the button on Thursday.
That means all focus will be on whatever clues traders sense about September, when they're convinced the bank will hike rates again.
Economists don't buy it, but traders have also boosted their bets on another rate hike following September, so watch whether ECB Chief Christine Lagarde gives them reason to stick with those bets.
(4) A New U.K. Prime Minister
Investors in U.K. assets are feeling a lot more confident that incoming Prime Minister Andy Burnham will keep markets onside by sticking to the government's strict rules on borrowing and spending.
The left-leaning former mayor of Greater Manchester takes on the role on Monday, when incumbent Keir Starmer steps down and his pick for finance minister has had investors on edge for weeks.
Interior minister Shabana Mahmood has emerged as the frontrunner. ‌Her views on the economy are not especially well known among the investment community, but markets appear to be willing to give her the benefit of the doubt.
The pound has hit its highest in over a year against the euro and been one of the best-performing major currencies against the dollar lately. Even notoriously volatile U.K. government bonds have been sanguine.
The question now is whether Burnham and his choice of Chancellor can maintain that calm.
(5) The Global Macro Spotlight Shifts to the PBoC & Indonesia's Central Bank
Macro traders face a challenging week ahead in Asia.
Indonesia is expected to hike interest rates on Wednesday.
The central bank is struggling to stabilize the currency after the country reported its first trade deficit in six years, while the government's economic strategy continues to ???encounter skepticism from credit ratings agencies and global investors.
S&P Dow Jones Global Indices joined MSCI this month in considering whether it should downgrade Indonesia to frontier-market status.
The People's Bank of China (PBoC) will announce its loan prime rate on Monday, and while it is unlikely to change its policy settings, pressure is mounting on policymakers to accelerate growth after Wednesday's GDP data — the country's weakest quarter since the COVID-19 era.
Meanwhile, Japan releases trade balance data on Wednesday, as well as CPI figures and flash PMI readings on Friday.
Why Haven't You Looked at Zacks' Top Stocks?
Since 2000, our top stock-picking strategies have blown away the S&P's +7.7% average gain per year. Amazingly, they soared with average gains of +48.4%, +50.2% and +56.7% per year.
Today you can access their live picks without cost or obligation.
Media Contact
Zacks Investment Research
800-767-3771 ext. 9339
https://www.zacks.com
Past performance is no guarantee of future results. Inherent in any investment is the potential for loss. This material is being provided for informational purposes only and nothing herein constitutes investment, legal, accounting or tax advice, or a recommendation to buy, sell or hold a security. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. It should not be assumed that any investments in securities, companies, sectors or markets identified and described were or will be profitable. All information is current as of the date of herein and is subject to change without notice. Any views or opinions expressed may not reflect those of the firm as a whole. Zacks Investment Research does not engage in investment banking, market making or asset management activities of any securities. These returns are from hypothetical portfolios consisting of stocks with Zacks Rank = 1 that were rebalanced monthly with zero transaction costs. These are not the returns of actual portfolios of stocks. The S&P 500 is an unmanaged index. Visit https://www.zacks.com/performance for information about the performance numbers displayed in this press release.
Zacks' Research Chief Names "Stock Most Likely to Double"
Our team of experts has just released the 5 stocks with the greatest probability of gaining +100% or more in the coming months. Of those 5, Director of Research Sheraz Mian highlights the one stock set to climb highest.
This top pick is a little-known satellite-based communications firm. Space is projected to become a trillion dollar industry, and this company's customer base is growing fast. Analysts have forecasted a major revenue breakout in 2025. Of course, all our elite picks aren't winners but this one could far surpass earlier Zacks' Stocks Set to Double like Hims & Hers Health, which shot up +209%.
Free: See Our Top Stock And 4 Runners Up
Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

The Zacks Analyst Blog Highlights Alphabet, Tesla, Intel, American Express, Adida, Nike and Carlsberg

In early trading on Monday, shares of Honeywell International topped the list of the day's best performing Dow Jones Industrial Average components, trading up 7.5%. Year to date, Honeywell International registers a 42.2% gain.
And the worst performing Dow component thus far on the day is Nike, trading down 1.6%. Nike is lower by about 32.4% looking at the year to date performance.
Two other components making moves today are Sherwin-Williams, trading down 1.3%, and Alphabet, trading up 3.0% on the day.
VIDEO: Dow Movers: NKE, HONIV
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.