TLDR
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Nike shares climbed after major insider stock purchases.
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CEO Elliott Hill bought $1 million worth of Nike shares.
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Board director Tim Cook nearly doubled his stake.
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Nike continues to face China weakness and tariff pressures.
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Analysts see potential upside heading into 2026.
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NIKE, Inc. (NKE) stock traded at $63.81, up 4.29%, during the latest session as investors reacted positively to a wave of insider buying by top executives and board members. The purchases were widely viewed as a strong signal of confidence in Nikeâs long-term recovery plan following several challenging years for the athletic apparel giant.
According to filings tracked by Verity, Nike CEO Elliott Hill purchased 16,400 shares worth about $1 million, increasing his personal stake by nearly 7%. Apple CEO Tim Cook, a long-serving Nike board director, bought 50,000 shares, lifting his holdings by about 90%. Former eBay and Intel CEO Robert Holmes Swan, also a Nike board member, acquired 8,700 shares, raising his stake by 24%.
The cluster of insider transactions helped push Nike shares higher in premarket trading and supported gains through the regular session, offering a rare boost in what has been a difficult year for the stock.
Nike $NKE CEO Elliot Hill spent $1 Million to buy 16,388 shares of $NKE stock at $61.10 per share.
Tim Cook and Elliot Hill are buying.
Is the bottom in $NKE? pic.twitter.com/FRSDS98uPf
â Jesse Cohen (@JesseCohenInv) December 31, 2025
Insider Buying Sends a Strong Signal
Insider buying is often interpreted by markets as a vote of confidence, especially when purchases come from senior leadership. In Nikeâs case, the timing stood out. The company has lost nearly half its market value over the past three years and is on track for its fourth straight annual decline. Shares are down about 19% in 2025, underperforming the broader market.
Hillâs purchase is particularly notable as he enters his second year as CEO. Since taking over in October 2024, he has led a broad effort to reset Nikeâs culture and strategy. His decision to commit personal capital suggests belief that the turnaround is gaining traction, even as external pressures persist.
Challenges Still Weigh on Performance
Nikeâs rebound has not been smooth. Weak demand in China remains a major headwind, with revenue in the region falling 17% in the most recent quarter. Tariffs have also taken a toll, adding an estimated $1.5 billion in new annual costs and pressuring margins.
The company recently reported mixed earnings, including a second straight quarter of modest sales growth after five consecutive quarters of declines. Despite that progress, Nike shares dropped 10% immediately after the earnings release due to a cautious sales outlook and ongoing struggles in China.
Some analysts have expressed frustration with the pace of recovery. Tom Nikic of Needham noted that while managementâs strategy makes sense, the turnaround is taking longer than expected, suggesting deeper structural issues than initially assumed.
Strategic Shifts Under Elliott Hill
Hill has moved quickly to reshape Nikeâs direction. He has worked to refocus the brand on sports performance rather than relying heavily on retro sneakers and direct-to-consumer channels. Rebuilding relationships with wholesale partners has been a key pillar of this shift.
Innovation has also returned to the spotlight. In October, Nike unveiled several eye-catching products, including an inflatable jacket and motorized walking shoes, aimed at proving the companyâs design capabilities remain strong.
Organizational changes have followed. Hill recently adjusted Nikeâs executive ranks to speed up decision-making and improve execution as the company pushes through its turnaround phase.
Signs of Improvement in Core Markets
Despite global challenges, Nike has shown encouraging momentum in North America. In the latest quarter, sales in the region rose 9% to $5.63 billion, beating Wall Street expectations. The wholesale business performed particularly well, posting 20% growth as Nike repaired ties with key retail partners.
Hill has pointed to North America, Nikeâs largest market, as evidence that the strategy shift is beginning to work. Improved performance there has helped offset weakness elsewhere and provided a foundation for cautious optimism.
Outlook and Investor Sentiment
Analysts tracked by LSEG see potential upside ahead, with the average 12-month price target implying about 26% upside from current levels. Expectations are anchored on stabilizing demand, a stronger direct-to-consumer approach, and continued recovery in wholesale channels.
While risks remain, especially in China and from tariffs, the recent insider buying has reshaped near-term sentiment. For investors, the purchases by Hill, Cook, and Swan suggest leadership believes Nikeâs toughest period may be nearing an end, setting the stage for a possible rebound as 2026 approaches.
