Nike is still trying to recover from its attempt to become a primarily direct-to-consumer company. On top of that challenge, Chinese consumers are bailing on Nike in favor of more local brands.

In the highly competitive sportswear industry, Nike holds a commanding lead—but its lead is narrowing. Adidas, the number two player, just reported double-digit growth across all segments and markets in the fourth quarter of 2025, reaching $29 billion (€24.8 billion) in annual sales.

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NIKE, Inc. (NYSE: NKE - Get Free Report)'s share price was down 3.1% on Tuesday after Weiss Ratings downgraded the stock from a hold (c-) rating to a sell (d+) rating. The company traded as low as $42.36 and last traded at $42.6790. Approximately 36,277,028 shares changed hands during mid-day trading, an increase of 94% from

NIKE, Inc. (NYSE: NKE - Get Free Report) reached a new 52-week low on Tuesday after Weiss Ratings downgraded the stock from a hold (c-) rating to a sell (d+) rating. The stock traded as low as $43.09 and last traded at $42.8470, with a volume of 2926525 shares trading hands. The stock had previously closed

NIKE NKE shares have seen extremely poor performance for an extended period now, down more than 65% over the last five years. And in 2026 alone, shares are down more than 30%, with the poor YTD performance ranking it among the worst-performing S&P 500 stocks of the year so far.

Fiscal Q3's reported metrics showed Nike beating on revenue and a 21% beat on EPS (Nike has put up a series of whopping EPS beats over the last few years that have done little for the stock price performance). Unfortunately, the key metric for Nike is that looking at the “average” revenue growth over the last 12 quarters, Nike has averaged 0% revenue growth, and that has really cut into margins badly. Nike remains free cash flow positive to the tune of $1 billion (TTM), although, as readers would likely assume, it's growing more slowly.

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Nike's sales were down by 10% in Greater China last quarter, when excluding foreign exchange. The company has a lot of exposure to that part of the world, both in terms of sales and manufacturing.

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