NIKE(US:NKE) Hua Er Jie Jian Wen·2025-12-27 03:59Core Viewpoint - Nike's stock has experienced a historic decline, but recent investments by Apple CEO Tim Cook and UBS's latest survey data suggest that the company may be building a bottom, although a full recovery will take time [1][10]. Group 1: UBS Survey Insights - UBS's global sports apparel survey indicates a bullish trend for Nike, driven by new CEO Elliott Hill's strategies of "returning to wholesale channels" and "refocusing on athletic attributes" [3]. - The availability of Nike products has improved, with the percentage of global consumers finding Nike products "easy to find" in stores and online rebounding to a new high after a decline from 2019 to 2022 [3]. - The perception of Nike as "suitable for sports" has returned to peak levels seen in 2019, indicating a successful repositioning of the brand [3]. Group 2: Key Brand Metrics - Nike's Net Promoter Score (NPS) is the highest among all brands, showing an upward trend across major regions including the US, UK, Germany, and China [6]. - The brand ranks first or second globally in categories such as "high-quality products," "suitable for sports," "well-known brand," "innovative brand," and "fashionable" [6]. - There is an increase in global consumer intent to purchase more Nike footwear and apparel in the next 12 months, reflecting improved brand perception [6]. Group 3: Insider Buying Activity - Tim Cook invested approximately $2.9 million in Nike, purchasing 50,000 shares at an average price of $58.97, nearly doubling his personal holdings [7]. - This significant insider buying is interpreted as a vote of confidence in the company's long-term strategy and valuation, contributing to a notable rebound in Nike's stock price following the announcement [7]. Group 4: Analyst Ratings and Projections - UBS maintains a "neutral" rating on Nike, suggesting that while brand strength is improving, the path to profitability will take longer than market expectations [10]. - The target price for Nike is set at $62, based on a projected earnings per share (EPS) of $2.15 for the fiscal year 2028, applying a price-to-earnings ratio of 29 times [10]. - Two mild negative data points were noted: a slight decline in brand recognition among the 16-24 age group and lackluster performance from the Converse brand [11].