Nike Stock Keeps Falling: Should You Buy the Dip?

Core Viewpoint - Nike is facing significant challenges in both domestic and international markets, particularly in China, leading to declining revenues and increased competition from local brands [1][2][6]. Company Performance - Nike's stock has experienced a sharp decline, down 63% from its all-time highs in late 2021, with revenue falling 7% year over year to $11.3 billion in the last quarter [2][3]. - The company's operating margin has hit a 10-year low of 10.3%, and earnings per share (EPS) have decreased over 20% from previous highs [5][9]. - Revenue in China, Nike's largest market outside the U.S., fell 15% year over year, with operating income dropping 42% [6][7]. Competitive Landscape - Competitors such as On Holding, Deckers Outdoor, and Lululemon Athletica have shown strong growth, with sales increasing 40%, 17%, and 14% year over year, respectively [3][4]. - Domestic brands like Anta are resonating better with Chinese consumers, contributing to Nike's loss of market share [7]. Management Changes - Nike has appointed Elliott Hill as the new leader to address these challenges, emphasizing the need for innovation in product assortment and a renewed focus on marketing to athletes [8][10]. - The stock currently trades at a trailing price-to-earnings ratio (P/E) of 21, close to its lowest level in the past decade, despite lower profit margins [9]. Future Outlook - Nike is forecasting revenue declines exceeding 10% for the next quarter, while competitors are expected to continue growing [10][11]. - The apparel market remains highly competitive, and despite Nike's historical dominance, the company is not invincible [11].