Nike Shares Plummet on Gloomy Outlook

By Richard Mason


In this article

  • Loading...
  • Want to see what you should be buying? Check out our top picks.

Discover why retail investors should pay attention: Nike share drop, market trends, competition impact, consumer insights, and future outlook.

NIKE Logo on repeat in Black and White.
Athletic Retailers Tumble After Nike's Disappointing Forecast

What You Need To Know

Nike Inc. (NYSE: NKE) faced a decline in shares due to a lower-than-expected full-year outlook, signaling concerns about decreasing demand for its sportswear products. The company anticipates a mid-single-digit revenue decrease for the current fiscal year, contrasting with analyst projections of 2% growth.

Following this disclosure, Nike's stock dropped up to 13% in after-hours trading and has already incurred a 17% decline over the past year. The impact extended to other athletic retailers like Foot Locker, Under Armour, Dick's Sporting Goods, and Lululemon, while Asian companies such as Li Ning and Anta Sports also experienced share price decreases.

Nike attributed its sales slump partially to underperformance in lifestyle brands like Air Force 1 and Nike Dunks, which heavily rely on online sales. The company is focusing on accelerating product development to combat rising competition from emerging brands like On Holding AG and Hoka.

Sign up for Investing Intel Newsletter

Why This Is Important for Retail Investors

  1. Stock Performance: Retail investors holding Nike shares may experience financial implications due to the significant drop in stock value, affecting their investment portfolios.

  2. Industry Trends: Understanding Nike's struggles can provide insight into broader trends within the sportswear and retail sectors, helping investors make informed decisions about related investments.

  3. Competitive Landscape: Awareness of emerging competitors like On Holding AG and Hoka can aid retail investors in evaluating the competitive positioning of companies in their investment portfolios.

  4. Consumer Preferences: Insights into changes in consumer preferences reflected in Nike's sales can help investors gauge shifting market demands and the performance of other retail stocks.

  5. Future Prospects: Knowledge of Nike's strategies to enhance product development and overcome challenges can give retail investors an idea of the company's potential for future growth and recovery.

How Can You Use This Information?

Here are some of the investing ideas that can be explored using this information:

Growth Investing

Evaluating Nike's strategies for accelerating product development and entering new categories to assess its potential for future growth.

Growth investing focuses on stocks of companies expected to grow at an above-average rate compared to other stocks in the market; learn more in our article titled 'What is Growth Investing?'.

Defensive investing

Considering the impact of consumer preference shifts on Nike's sales and exploring how it may affect the stability of one's investment portfolio.

Defensive Investing focuses on securing a portfolio by choosing companies that are less sensitive to economic downturns.

Contrarian Investing

Assessing whether the negative market sentiment towards Nike presents an opportunity for contrarian investors to take a position based on their own analysis.

Contrarian investing involves taking positions against prevailing market trends on the belief that the crowd is wrong.

Sector Rotation

Considering the performance of Nike and its competitors within the sportswear industry to determine whether adjustments to sector allocation in one's investment portfolio may be warranted.

Sector Rotation is the practice of shifting investment capital from one industry sector to another to take advantage of the economic cycle.

Read What Others Are Saying

Sign up for Investing Intel Newsletter

Explore more on these topics:



This article does not provide any financial advice and is not a recommendation to deal in any securities or product. Investments may fall in value and an investor may lose some or all of their investment. Past performance is not an indicator of future performance.

Richard Mason does not hold any position in the stock(s) and/or financial instrument(s) mentioned in the above article.

Richard Mason has not been paid to produce this piece by the company or companies mentioned above.

Digitonic Ltd, the owner of, does not hold a position or positions in the stock(s) and/or financial instrument(s) mentioned in the above article.

Digitonic Ltd, the owner of, has not been paid for the production of this piece by the company or companies mentioned above.

Sign up for Investing Intel Newsletter