NIKE, Inc. is a global leader in the design, development, marketing, and selling of athletic footwear, apparel, equipment, accessories, and services . The company's principal business activity revolves around performance athletic products under the NIKE Brand, Jordan Brand, and Converse . NIKE's operations are organized into geographic segments, including North America, Europe, Middle East & Africa (EMEA), Greater China, and Asia Pacific & Latin America (APLA), with significant contributions from the North American market .
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NIKE Brand - Focuses on performance athletic footwear, apparel, and equipment, contributing significantly to the company's overall revenue .
- Footwear - Offers a wide range of performance athletic shoes designed for various sports and activities.
- Apparel - Provides athletic clothing designed for performance and comfort.
- Equipment - Includes sports equipment designed to enhance athletic performance.
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Jordan Brand - Specializes in athletic and casual footwear and apparel, known for its iconic designs and cultural influence .
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Converse - Offers casual sneakers, apparel, and accessories, known for its classic and timeless style .
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| Name | Position | External Roles | Short Bio | |
|---|---|---|---|---|
Ann Miller Executive | Executive Vice President and Chief Legal Officer | N/A | Ann Miller joined NIKE in 2007 and has served in various legal roles. As Chief Legal Officer, she oversees legal, compliance, government and public affairs, and social community impact. | |
Craig Williams Executive | President, Geographies & Marketplace | N/A | Craig Williams joined NIKE in 2019 as President of the Jordan Brand and now oversees NIKE's geographic units and marketplace strategy. | |
Elliott Hill Executive | President and Chief Executive Officer | Board of Trustees at Texas Christian University. | Elliott Hill has over 32 years of experience at NIKE, having previously served as President – Consumer and Marketplace. He rejoined NIKE as CEO in 2024, focusing on integrating product innovation and storytelling. | View Report → |
Heidi O'Neill Executive | President, Consumer, Product & Brand | N/A | Heidi O'Neill joined NIKE in 1998 and has led various segments, including NIKE's Women's business. She focuses on product innovation, brand storytelling, and consumer engagement. | |
Matthew Friend Executive | Executive Vice President and Chief Financial Officer | N/A | Matthew Friend joined NIKE in 2009 and has held various financial leadership roles. He became CFO in 2020, leading finance, demand and supply management, procurement, and global places and services. | |
Monique Matheson Executive | Executive Vice President, Chief Human Resources Officer | N/A | Monique Matheson joined NIKE in 1998 and has held several HR leadership roles. She oversees global HR strategy, including diversity and inclusion, organizational effectiveness, and employee engagement. | |
Cathleen A. Benko Board | Director | Board Member at SolarWinds Corporation, Stanford Institute for Research in the Social Sciences, International Women's Forum, Santa Clara University's Markkula Center of Applied Ethics, Life Skills for Soldiers, National Association of Corporate Directors; Chair at Harvard Business School/NC's Advisory Council; Board Member at WorkBoard. | Cathleen A. Benko joined NIKE's Board in 2018, bringing expertise in financial, digital, and talent management. | |
John W. Rogers, Jr. Board | Director | Chairman, Co-CEO, and CIO of Ariel Investments, LLC; Trustee of Ariel Investment Trust; Board Member at The New York Times Company, Ryan Specialty Group Holdings, Inc.; Trustee of the University of Chicago; Board Member of the Barack Obama Foundation, Robert F. Kennedy Human Rights, National Association of Basketball Coaches (NABC) Foundation, Inc.; Life Trustee of the Chicago Symphony Orchestra. | John W. Rogers, Jr. has been a director at NIKE since 2018 and serves on the Corporate Responsibility, Sustainability & Governance Committee. | |
Maria Henry Board | Director | Board Member at General Mills, Inc.. | Maria Henry joined NIKE's Board in 2023, recognized for her strong global and financial leadership and strategic contributions across multiple industries. | |
Mark Parker Board | Executive Chairman of the Board of Directors | N/A | Mark Parker joined NIKE in 1979 and served as CEO from 2006 to 2020. He is known for his role in product research, design, and development, as well as marketing and brand management. | |
Michelle A. Peluso Board | Director | Executive Vice President and Chief Customer and Experience Officer at CVS Health; Board Member at the Ad Council, Executive Council of the Board of Directors of the Association of National Advertisers; Director of TechnoServe. | Michelle A. Peluso has been a director at NIKE since 2014 and is the Chair of the Corporate Responsibility, Sustainability & Governance Committee. | |
Mónica Gil Board | Director | Board Member at National Women’s History Museum, Welcome Tech, Inc.. | Mónica Gil joined NIKE's Board in 2022, bringing expertise in diversity, international markets, media, and HR/talent management. | |
Robert Swan Board | Director | Operating Partner at Andreessen Horowitz; Board Member at Flexport, American Heart Association, Kearney; Board of Commissioners at GoTo Group. | Robert Swan joined NIKE's Board in 2022 and is a member of the Audit & Finance Committee, set to become Chair in 2024. | |
Thasunda B. Duckett Board | Director | President and CEO of TIAA; Chair of the Otis and Rosie Brown Foundation; Board Member at Brex, National Medal of Honor Museum, Robert F. Kennedy Human Rights; Trustee at Sesame Workshop. | Thasunda B. Duckett has been a director at NIKE since 2019, with extensive leadership experience in financial services and consumer banking. | |
Timothy Cook Board | Lead Independent Director | CEO of Apple Inc.; Board Member at Apple Inc., National Football Foundation, Duke University Board of Trustees. | Timothy Cook has been a director at NIKE since 2005 and serves as Lead Independent Director, ensuring strong independent oversight of the Board. | |
Travis A. Knight Board | Director | President and CEO of LAIKA, LLC; Board Member at LAIKA. | Travis Knight has been a director at NIKE since 2015 and is the President and CEO of LAIKA, LLC, an animation studio. |
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Given the significant declines in your classic footwear franchises and the expectation for continued double-digit drops in NIKE Direct, how do you plan to mitigate the immediate revenue impact while rebalancing your product portfolio?
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With NIKE Digital traffic underperforming and sales declining 20% in Q1, what specific strategies are you implementing to revive consumer engagement and drive growth in your online channels?
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In Greater China, you've faced traffic deceleration and elevated inventory in a promotional market; how are you addressing these challenges to restore momentum and capitalize on long-term growth opportunities in this critical region?
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Your spring '25 order books came in flat and below expectations despite positive feedback on new products; what concrete actions are you taking to ensure that new innovations will translate into actual sales growth in the coming seasons?
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Considering the pressures from higher promotional activity, channel mix headwinds, and supply chain deleverage on gross margins, what measures are you putting in place to protect profitability while investing in brand momentum and managing inventory levels?
Research analysts who have asked questions during NIKE earnings calls.
Brooke Roach
Goldman Sachs Group, Inc.
5 questions for NKE
Alexandra Straton
Morgan Stanley
3 questions for NKE
Lorraine Hutchinson
Bank of America
3 questions for NKE
Simeon Siegel
BMO Capital Markets
3 questions for NKE
Aneesha Sherman
AllianceBernstein
2 questions for NKE
Jay Sole
UBS
2 questions for NKE
Jonathan Komp
Robert W. Baird & Co.
2 questions for NKE
Lorraine Maikis
Bank of America
2 questions for NKE
Matthew Boss
JPMorgan Chase & Co.
2 questions for NKE
Michael Binetti
Evercore ISI
2 questions for NKE
Randal Konik
Jefferies LLC
2 questions for NKE
Robert Drbul
Guggenheim Securities
2 questions for NKE
Adrienne Yih
Barclays
1 question for NKE
Adrienne Yih-Tennant
Barclays
1 question for NKE
Alex Straton
Morgan Stanley
1 question for NKE
Brian Nagel
Oppenheimer & Co. Inc.
1 question for NKE
Irwin Boruchow
Wells Fargo Securities
1 question for NKE
Paul Lejuez
Citigroup
1 question for NKE
Competitors mentioned in the company's latest 10K filing.
| Company | Description |
|---|---|
adidas | The company competes internationally with a significant number of athletic and leisure footwear companies, including this competitor, in the highly competitive athletic footwear, apparel, and equipment industry. |
Anta | This competitor is one of the many companies in the athletic and leisure footwear and apparel industry that the company competes with on a global scale. |
ASICS | The company faces competition from this brand in the athletic and leisure footwear and apparel markets worldwide. |
This competitor is part of the global competition in the athletic and leisure footwear and apparel industry. | |
Li Ning | The company competes with this brand in the international athletic and leisure footwear and apparel markets. |
This competitor is mentioned as part of the intense competition in the athletic and leisure apparel industry. | |
New Balance | The company competes with this brand in the athletic and leisure footwear and apparel industry globally. |
On | This competitor is part of the global competition in the athletic and leisure footwear and apparel markets. |
Puma | The company faces competition from this brand in the athletic and leisure footwear and apparel industry worldwide. |
This competitor is one of the significant players in the athletic and leisure footwear and apparel markets that the company competes with globally. | |
The company competes with this diversified corporation in the athletic and leisure footwear, apparel, and equipment industry. | |
This competitor is included in the Dow Jones U.S. Footwear Index, which consists of companies in major lines of business in which the company competes. | |
This competitor is part of the Dow Jones U.S. Footwear Index, representing a major line of business in which the company competes. | |
This competitor is included in the Standard & Poor's Apparel, Accessories & Luxury Goods Index, which represents a major line of business in which the company competes. | |
This competitor is part of the Standard & Poor's Apparel, Accessories & Luxury Goods Index, representing a major line of business in which the company competes. |
Recent press releases and 8-K filings for NKE.
- CEO Elliott Hill warns of a gradual, non-linear recovery with several quarters of uneven results ahead as Nike shifts from its pandemic-era digital-first strategy to rebuild wholesale relationships and expand partnerships with Amazon and Aritzia.
- In Q1 2026, reported revenues rose 1% while currency-neutral sales declined 1%; direct-to-consumer sales fell, wholesale grew, and net income and EPS dropped sharply due to margin pressures from discounting and $1.5 billion in estimated tariffs for the year.
- The company is reorganizing its business by sport rather than customer category to better serve athlete needs and is pursuing new brand collaborations like SKIMS and strategic retail partnerships.
- Regional performance disparities include a 9% decline in Greater China revenues (footwear down 11%), while North American apparel rose 11% and footwear remained flat, highlighting an uneven recovery across markets.
- Nike posted a 1% year-over-year increase in quarterly sales, its first revenue gain since early 2024, driven by North America strength and wholesale growth.
- Wholesale revenue rose 7% to $6.8 billion, while direct-to-consumer sales fell 4% to $4.5 billion.
- Despite higher sales, profit declined 31% due to excess inventory, tariff costs, and the drop in direct-to-consumer sales.
- Nike raised its annual tariff cost forecast to $1.5 billion, expecting a 120 bps gross-margin hit in fiscal 2026.
- The company will restructure into sports-based teams, reduce its workforce by 1%, and launch the NikeSKIMS line to expand its women’s apparel business.
- Nike delivered 1% revenue growth (down 1% currency-neutral), with Nike Direct down 5%, Nike Digital ‑12%, Nike stores ‑1%, and wholesale up 5%; gross margin fell 320 bps to 42.2%, driving EPS of $0.49.
- Inventory was reduced 2% year-over-year, reflecting progress toward a healthier marketplace.
- Introduced a “sport offense” organizational model, with running up over 20% and North America revenue rising 4%.
- Raised FY26 tariff headwind to 120 bps (≈ $1.5 billion) and guided Q2 revenue down low-single digits, gross margin down 300–375 bps, and SG&A up high-single digits.
- Nike Q1 revenues rose 1% reported (down 1% cc) and gross margin fell 320 bps to 42.2% due to higher discounts, costs and channel mix.
- Q1 EPS was $0.49, and inventory decreased 2% YoY as win-now actions normalized the marketplace.
- Regional Q1 revenue: North America +4%, EMEA +1%, Greater China -10%, APLA +1%; wholesale +5%, Nike Direct -5% (digital -12%, stores -1%).
- Q2 guidance: revenues down low-single-digits (incl. ~1 pt FX tailwind); gross margin down 300–375 bps (net 175 bps tariff headwind).
- Nike Running grew >20% in Q1, reflecting early impact of the new “sport offense” structure and product innovation.
- NIKE, Inc. reported fiscal Q1 revenues of $11.7 billion, up 1% year-over-year, and diluted EPS of $0.49, down 30%
- Gross margin decreased 320 bps to 42.2%, driven by lower average selling prices and higher tariffs
- NIKE Direct revenues fell 4% to $4.5 billion while Wholesale revenues rose 7% to $6.8 billion
- Inventories declined 2% to $8.1 billion, and the company returned $714 million to shareholders via $591 million in dividends and $123 million in share repurchases
- NIKE’s first quarter revenues were $11.7 billion, up 1% on a reported basis and down 1% on a currency-neutral basis.
- NIKE Direct revenues totaled $4.5 billion (−4% reported; −5% currency-neutral), while Wholesale revenues were $6.8 billion (+7% reported; +5% currency-neutral).
- Gross margin declined 320 bps to 42.2%, and diluted EPS was $0.49, a 30% decrease year-over-year.
- The company returned $714 million to shareholders, including $591 million in dividends (up 6%) and $123 million in share repurchases; 124.4 million shares have been bought back through August 31, 2025 for $12.1 billion.
- On July 17, 2025, NIKE’s Board adopted an amendment and restatement of its Stock Incentive Plan, effective upon shareholder approval, to enhance long-term employee and director incentives (amended and restated plan).
- At the virtual Annual Meeting on September 9, 2025, shareholders approved the Plan amendment to increase the authorized issuance under the plan by 45,000,000 shares of Class B Common Stock.
- A full description of the revised Plan appears in NIKE’s definitive proxy statement on Form 14A filed July 17, 2025, and the Plan is incorporated by reference as Exhibit 10.1 to this Form 8-K.
- Nike has regained the leading position in men’s footwear at Foot Locker for the first time in two years, with its running shoes placed ahead of On, Hoka, Adidas, and New Balance.
- Under CEO Elliott Hill, the “Your Choice” campaign—focusing on core models like Pegasus and Vomero—and renewed wholesale partnerships are credited for the turnaround.
- Analysts remain upbeat: Bernstein raised its price target to $90, while JPMorgan maintained an Overweight rating; the average price target is $77.64, and GuruFocus projects a $94.34 fair value.
- Nike’s stock is up nearly 2% year-to-date but down over 7% across the past 12 months.
- Upgraded to overweight with a $93 price target, citing potential for 500 bps+ operating margin expansion through 2028.
- First model increase in 15 months as global inventories are clean and holiday wholesale order books have turned positive.
- Expected 500–800 bps margin recovery to pre-pandemic levels, implying the stock trades 10 P/E turns below its historical average.
- Anticipates 20%+ annual earnings growth over five years, driven by performance categories, cleaner inventory and the upcoming World Cup.
- Vietnam accounts for half of Nike’s global shoe production, underscoring the importance of US market access.
- The US is Vietnam’s largest export market, with exports representing about 30% of GDP and driving a significant trade surplus.
- President Trump initially threatened 46% tariffs on Vietnamese imports, cutting export volume to the US from 250–300 to around 100 containers per month.
- A negotiated US–Vietnam trade deal lowered the tariff to 20% and requires Vietnam to clamp down on trade fraud to prevent tariff evasion.
- Vietnam employs “bamboo diplomacy” to balance ties with both the US and China, preserving its export-driven growth model.