Nike Turnaround: Marathon, Not a Sprint, as Tariffs Weigh and Digital Sales Dip 15%

Core Insights - Nike's fiscal 2025 third quarter results indicate challenges due to trade wars and tariffs, reflecting a decline in consumer demand and a slow turnaround process [1][2] - Revenues decreased by 9% year over year to $11.3 billion, which was better than Wall Street's expectations of a drop to$11 billion [2] - CFO Matthew Friend projected that tariffs will impact margins by 4% to 5%, with revenues expected to decline in the mid-teens range [2] Financial Performance - Nike Brand revenues were reported at $10.9 billion, down 9$4.7 billion, a 12% decrease, driven by a 15% decline in digital sales and a 2% dip in store sales [3] - North America revenues slipped by 4%, EMEA revenues decreased by 6%, and China sales plummeted by 15%, with digital sales in China down 29% [6] Digital Strategy - The company is repositioning its digital strategy by reducing promotional days and markdown rates, aiming for a full-price business model [4][5] - Digital traffic is expected to decline in double digits for fiscal 2026, but there are plans for stabilization and growth through new product launches and increased brand marketing [4] Market Conditions - The market remains promotional, particularly in the consumer and digital channels, with external factors such as geopolitical dynamics and new tariffs creating uncertainty [7][8] - The company aims to maintain a balanced portfolio across its brands, including Nike, Jordan, and Converse, while navigating these challenges [8]