NIKE, Inc. Class B (NKE)

Over the past six months, Nike's stock has experienced fluctuations. As of July 21, 2025, NKE was up 21.78% over the past 30 days but down 1.12% over the past 12 months. Recent events include the release of the Fourth Quarter Fiscal 2025 Earnings, where full-year revenues were down 10% and fourth-quarter revenues were down 12%. Analyst adjustments followed the earnings report, with some brokerages increasing their price targets while others lowered them. Chairman Mark G. Parker sold 110,000 shares of the company's stock on July 16, 2025. Institutional holdings saw changes, with some firms increasing their stakes in Nike.

Demand for Nike's products is influenced by seasonal and geographic factors, as well as changes in consumer preferences. Historically, revenues in the first and fourth fiscal quarters have slightly exceeded those in the second and third quarters. Recent trends indicate a cooling in footwear demand, especially for classic sneakers, due to shifting seasonal trends and macroeconomic factors. Nike's management projected a double-digit decline in classic footwear franchises as a percentage of its overall footwear mix for fiscal 2025 and anticipates total unit volumes to drop double digits in fiscal 2026.

NIKE, Inc. specializes in the design, development, marketing, and sale of athletic footwear, apparel, equipment, and accessories. Founded in 1964 as Blue Ribbon Sports, it became Nike, Inc. in 1971. The company operates in the Consumer Discretionary sector, specifically in the Apparel, Footwear & Accessories industry. Its major products include athletic shoes, apparel, sporting goods, and accessories sold under brand names like Nike, Jordan Brand, and Converse. Footwear is the dominant revenue segment, followed by apparel and sports equipment. Nike sells its products directly to consumers and through independent distributors and retailers.

Nike has a strong global presence, selling products in over 120 countries. The company's operating segments are structured geographically, including North America, Europe, Middle East & Africa (EMEA), Greater China, and Asia Pacific & Latin America (APLA). In 2009, Nike reorganized its global business into six new geographical groups to bring goods closer to the market and reduce management overlap. China is a significant market for Nike. Most of Nike's products are manufactured by independent contractors outside the United States.

Nike's brand reputation has faced challenges in the past year, particularly after the Olympics in 2024, with its reputation score dropping over seven points from August to September 2024. Several events contributed to these reputational challenges, including an Olympic backfire, human rights concerns, a legal dispute, allegations of mistreatment of female employees, and corporate layoffs.

Nike, Inc. is primarily owned by institutional investors, who hold approximately 64.25% to 83.99% of the publicly traded stock. Major institutional owners include Vanguard Group Inc., BlackRock, Inc., and State Street Corp. Class A common stock shares are largely controlled by co-founder Phil Knight and his family, giving them effective control of Nike. Individual investors and public companies also hold a portion of the stock.