NIKE, Inc. Class B (NKE)

Over the past six months, NIKE's stock price has fluctuated, with an overall increase of 18.73%, but also declines of 2.21% in the last month and 14.15% over the last year. As of October 23, 2025, the share price was $69.68, an 11.84% decline from the previous year. A Q4 earnings report led to a 20% stock price decline due to disappointing results and lowered guidance for fiscal year 2025. While the company beat analyst estimates for EPS and revenue in its September 30th earnings report, revenue was up only 1.0% year-over-year, and net income changed significantly from $211 million to $727 million. Concerns over brand relevance, declining sales, and plummeting margins have contributed to financial turmoil. The company's revenue for the full fiscal year ending May 31, 2024, was $51.4 billion, with a net income of $5.7 billion.

NIKE, Inc. experiences moderate fluctuations in aggregate sales volume throughout the year, with revenues in the first and fourth fiscal quarters slightly exceeding those in the second and third. The mix of product sales varies due to seasonal and geographic demand, macroeconomic factors, and changing consumer preferences. Demand is also influenced by the popularity of sports and fitness activities, as well as changing design trends. The sports industry tends to fluctuate seasonally, with the most profitable times in the U.S. often occurring before major sports seasons.

NIKE, Inc. is the world's largest supplier of athletic shoes and apparel, operating in the Consumer Discretionary sector. The company designs, develops, markets, and sells athletic footwear, apparel, equipment, accessories, and services globally, with major product lines including Nike Golf, Nike Pro, and Air Jordan. It also sells products through its Converse subsidiary.

NIKE, Inc. serves a worldwide market, organized into key geographic segments: North America; Europe, Middle East & Africa (EMEA); Greater China; and Asia Pacific & Latin America (APLA). Regional operations are managed from Nike's World Headquarters in Beaverton, Oregon, with European Headquarters in Hilversum, The Netherlands, and a significant operational hub in Greater China.

NIKE's brand reputation has faced challenges in the past year, with its reputation score dropping after the Olympics, particularly among high-income, well-educated consumers. This decline was due to downward shifts in all of RepTrak's reputation drivers. The board's vote against addressing potential human rights violations, negative press for fighting a smaller company over trademark theft, allegations of mistreating female employees and poor labor practices, and corporate layoffs have all negatively impacted its reputation. Concerns about brand relevance have been reflected in declining sales and plummeting margins, and Nike's innovation strategy has been criticized for not translating into market share gains.

NIKE, Inc. is primarily owned by institutional investors, holding approximately 65% to 68% of all shares. Major institutional shareholders include Vanguard Group Inc., BlackRock, Inc., and State Street Corp. Individual ownership is around 1.39%. Co-founder Phil Knight and his son Travis Knight control more than 97% of the outstanding Class A shares, giving the Knight family effective control over the company's board.