Nike's fundamentals have not yet followed, and insider buying by CEO Elliott Hill and board member Tim Cook did not fix the business. Q1 revenue fell about 4% to $11.2B, with China down 26%, Nike Sportswear down low double digits and Jordan down mid-teens. Management warned China could get worse and some turnaround pain could extend into fiscal 2028. Performance grew high single digits, running double digits and North America returned to growth, so Nike is not being written off. x.com 

Nike is a stagnant company losing pricing power, pointing to more tough years for shareholders. Revenue fell 4% last quarter, the only line still shrinking while gross margin expanded, inventory fell 3% and North America grew 2%, per the quoted post. x.com 

Nike's push to reposition as a premium sports brand looks like the right route to recovery, including in Greater China. New CFO Dave Denton was clearer, and Alex Arnault's board seat, Jordan's return to scarcity, elite athlete deals and less discounting support it. EPS was fairly strong and margins are improving; guidance looks set deliberately low to beat, since management says the decline largely stems from its own choices. The dividend is safe; a full turnaround may take 3-5 years. x.com  … Show more

Nike's latest report confirms a structural unwinding, not a temporary dip, despite the EPS beat. The $0.48 versus $0.44 beat came from expense cuts, a lower tax rate and a lowered bar, while revenue missed and management warned of a high-single-digit full-year sales decline. NIKE Direct fell 8%, digital 13% and owned stores 5%, Greater China plunged 22%, and consumers are fleeing to On, Hoka and Adidas. Cost cuts can't restore cultural heat, and earnings power looks halved. x.com 

Nike is a damaged business, not just a damaged stock, so buying the dip is a mistake; a falling price only works when the business is still growing. Sportswear, just under half of revenue, is down low double digits, China is losing ground to local brands, and guided earnings don't cover the dividend this year. Insider buying hasn't helped: Tim Cook and directors bought around $59 in December 2025, Cook and the CEO near $42 in April, and shares now sit near $32. x.com  x.com 

Nike's brand concerns look priced in; stabilization, not sudden revenue acceleration, is what the speculative long needs. A few good campaigns and a return to large stores could help, though China consumers will be a drag. Short-term EPS is a poor indicator, and customers may return after trying other brands. x.com  x.com 

Nike might not bottom until it cuts or eliminates its dividend, since net income is down 75% over five years and it cannot afford the payout. This could be one of the hardest turnarounds ever: it is getting clobbered on all fronts, China won't be coming back soon, products need a serious makeover and it overpays too many pro athletes. It needs to preserve cash, bring in new people and ideas, and find a way to bring excitement back to the brand. x.com  x.com 

Nike, like other apparel makers, is uninvestable because a durable moat is near impossible in this business. Consumer preferences keep changing, requiring constant new marketing to keep people excited, and making a physical product leaves an inherently low-margin business with little long-term pricing power. A major turnaround is possible, but the business model gives no confidence in its long-term strength. x.com 

Nike's valuation pays investors to wait for a turnaround that will take longer than expected. It trades at just 16x earnings, near its lowest valuation ever, with a roughly 5% dividend yield, and would need a 127% rally to regain its 200-week moving average. Revenue is projected to fall another 4% in FY2027, but the business will grow again; the market prices it as if it were disappearing. Unlike Novo Nordisk, Nike faces no patent cliff. x.com  x.com 

Nike's situation is worse than expected. x.com