2026财年第一季度，耐克的财报数据进一步释放出复苏信号：117亿美元营收同比微增1%，悄然超出市 场分析师的预期；经销商业务以68亿美元营收远超自营业务的45亿美元，成为业绩增长的关键引擎；全 球库存同比减少2%至81亿美元，大中华区库存更是同比锐减11%，库存结构优化成效显著。 这份成绩单的背后，是耐克集团总裁兼首席执行官贺雁峰（Elliott Hill）执掌耐克集团帅印近一年的战 略落地成果。从一年前股价年内持续下跌的困境，到如今华尔街分析师中17位给予"买入"评级、17位维 持"持有"的积极反馈；从2024年中期品牌声量触底，到通过运动场景深耕重新激活消费者共鸣，贺雁峰 用全年布局，推动这家全球运动巨头完成战略重心的锚定，逐步推动业务实现全面复苏。 上任一年：以"运动引领"重构业务，四大动作夯实复苏基础 贺雁峰履职首年，始终将 "运动" 作为战略核心，推动"Win Now"计划，通过组织架构优化、推动产品 创新、市场生态修复、品牌价值重塑和本土化执行，搭建起环环相扣的"复苏"路径，而这些动作的成 效，已在2026财年第一季度财报中逐步显现。 这种对复苏复杂性的清醒认知，也贯穿在耐克未来的战略规划中。在 ...

Key Takeaways NIKE stock closed below its 200-day SMA at $68.91, signaling bearish technical sentiment.The company's "Win Now" strategy is pressuring results as it shifts toward innovation-led products.Despite near-term softness, NIKE's fundamentals and brand strength support its long-term growth aims.Shares of NIKE Inc. (NKE) have lost momentum in recent months, pushing it below industry thresholds and portraying a bearish sentiment from a technical standpoint. As a result, the NKE stock slipped below its ...

The struggles have shown in Nike's stock, which has fallen about 12% in the last year. While Wall Street knows how Hill plans to fix the company, it is still unclear how long it will take.The comments come nearly a year into Hill's tenure as CEO . Investors are looking for more clarity into how well his strategy to turn around the company is working as quarterly sales and profits have declined for much of the last year."It's gonna take a while," said Hill. "It's not linear. But it is a portfolio, and ultima ...

Financial Data and Key Metrics Changes - Revenues for the quarter were up 1% on a reported basis and down 1% on a currency-neutral basis [20] - Gross margins declined 320 basis points to 42.2% due to higher wholesale discounts, increased product costs, and channel mix headwinds [21] - Earnings per share was $0.49 [21] - Inventory decreased 2% versus the prior year, indicating progress towards a healthier marketplace [22] Business Line Data and Key Metrics Changes - Nike Direct was down 5%, with Nike Digital declining 12% and Nike stores down 1% [21] - Wholesale grew 5%, indicating a positive trend in that segment [21] - The running business grew over 20% this quarter, showcasing strong performance in that category [9] - Sportswear continued to decline, with a 30% drop in classic footwear franchises [23][15] Market Data and Key Metrics Changes - North America revenue grew 4%, with wholesale up 11% [22] - Greater China revenue declined 10%, with Nike Digital down 27% and Nike stores down 4% [25] - EMEA revenue grew 1%, with Nike Digital down 13% and Nike stores up 1% [24] - APLA revenue grew 1%, with Nike Digital down 8% and Nike stores down 5% [26] Company Strategy and Development Direction - The company is focusing on the "Sport Offense" strategy, which aims to align teams by sport for better consumer insights and innovation [6] - There is a commitment to improving the sportswear segment and addressing challenges in Greater China and Nike Direct [15][17] - The company is investing in innovative products and emotional storytelling to connect with consumers [19] - The goal is to serve consumers across multiple channels, including specialty sporting goods and Nike Direct [63] Management's Comments on Operating Environment and Future Outlook - Management acknowledges a cautious consumer environment and tariff uncertainties impacting business recovery [19] - There is confidence in the Win Now actions and the potential for growth, particularly in North America [19] - The company expects Q2 revenues to be down low single digits, reflecting ongoing challenges [30] - Management remains focused on long-term health and profitability despite short-term pressures [34] Other Important Information - The company is facing a significant cost headwind from new tariffs, estimated at approximately $1.5 billion annually [28] - The strategic decision to reduce reliance on classic franchises and pull back on promotions is aimed at long-term brand health [18] - The company is actively working on refreshing retail environments and improving consumer experiences in Greater China [70] Q&A Session Summary Question: Can you help us think about the spring order book in the context of the holiday book? - Management noted that the spring order book is positive and reflects growth across North America, EMEA, and APLA, offsetting headwinds in Greater China [39][44] Question: How is the current marketplace in September trading? - Management indicated that the environment is dynamic, with good sell-throughs for recent product launches, but they are closely monitoring consumer behavior [49][51] Question: Can you elaborate on the early wins in North America and running? - Management highlighted a 20% growth in running and positive momentum in North America, attributing success to the Win Now actions and the Sport Offense strategy [57][59] Question: How much of the pressure in Nike Digital is due to reduced promotions? - Management confirmed that the organic traffic decline is primarily due to strategic repositioning and reduced promotional activity, with a focus on building momentum with wholesale partners [63][66] Question: What strategies are being used to turn the digital business in China? - Management emphasized leading with sport, innovative products, and local athlete activations to improve the digital marketplace, while also focusing on store refreshes [68][70]

Financial Data and Key Metrics Changes - Revenues for Q1 2026 were up 1% on a reported basis and down 1% on a currency-neutral basis [20] - Gross margins declined 320 basis points to 42.2% due to higher wholesale discounts, increased product costs, and channel mix headwinds [21] - Earnings per share was $0.49 [22] - Inventory decreased 2% versus the prior year, indicating progress towards a healthier marketplace [23] Business Line Data and Key Metrics Changes - Nike Direct was down 5%, with Nike Digital declining 12%, while wholesale grew 5% [21] - The running business grew over 20% this quarter, showcasing strong consumer response to new innovations [10] - Sportswear business continues to decline, with a 30% drop in classic footwear franchises [24][15] Market Data and Key Metrics Changes - North America revenue grew 4%, with wholesale up 11% [23] - Greater China revenue declined 10%, with Nike Digital down 27% [26] - EMEA revenue grew 1%, with Nike Digital down 13% [25] Company Strategy and Development Direction - The company is focusing on a "sport offense" strategy to align its brands (Nike, Jordan, Converse) into more nimble teams by sport [6] - There is a commitment to improving the marketplace through innovative product offerings and emotional storytelling [19] - The company aims to enhance its digital presence while reducing reliance on classic franchises [18] Management's Comments on Operating Environment and Future Outlook - Management acknowledges a cautious consumer environment and tariff uncertainties impacting business recovery [19] - There is confidence in the win-now actions and the potential for growth in North America, despite challenges in Greater China [34] - The company expects Q2 revenues to be down low single digits, with gross margins declining due to new tariffs [32] Other Important Information - The company has activated 12 sport takeover moments in the past 10 months to connect athlete performances with commercial assortments [14] - New partnerships, such as with Skims, are aimed at expanding product offerings and reaching new consumers [12] Q&A Session Summary Question: Insights on the spring order book and holiday book context - Management noted that the spring order book is positive, reflecting growth in North America and EMEA, offsetting headwinds in Greater China [41][46] Question: Update on September trading and consumer demand - Management confirmed that Q1 performance was not influenced by pull forwards, with wholesale growth contributing to the results [51][54] Question: Early wins in North America and running growth - The company highlighted a 20% growth in running and positive signals from wholesale partners as indicators of success [58][59] Question: Traffic headwinds in Nike Digital - Management acknowledged that the decline in organic traffic is primarily due to strategic reductions in promotions and repositioning efforts [63][64] Question: Strategies for Greater China and store refresh costs - The company is focused on innovative products and local athlete activations to drive growth in China, with ongoing investments in the marketplace [66][69]

The Swoosh delivered on first-quarter results, sending shares of Nike Inc. up in after-hours trading. Nike’s president and chief executive officer Elliott Hill told investors in a late afternoon conference call on Tuesday that the company has realigned 8,000 of its employees to Sport Offense, a new initiative that aligns the three brands — Nike, Jordan and Converse — “into more nimble-focused teams by sport.” More from WWD He said the strategy will give each brand its own distinct identity to serve differ ...

Key Takeaways The Q1 revenues are projected at $11B, suggesting a 5% y/y fall, with EPS at $0.28, indicating a 60% decline.NIKE is rebalancing its portfolio, investing in innovation and strengthening wholesale partnerships.Tariffs, elevated SG&A and weakness in China are expected to pressure near-term margins and sales.NIKE Inc. (NKE) is slated to release first-quarter fiscal 2026 results on Sept. 30. The leading sports apparel retailer is estimated to have witnessed year-over-year declines in the top and b ...

Core Insights - Nike has faced significant challenges in recent years but is showing signs of recovery and potential growth [1][6] - The company has made strategic changes in leadership and is focusing on innovation and brand rebuilding [4][10] Financial Performance - For the fiscal year, Nike's revenue decreased by 10% to $46.3 billion, and net income fell by 44% to $3.2 billion [8] - In the fourth quarter, revenue dropped 12% to $11.1 billion, with net income down 86% to $211 million [8] - The company anticipates a mid-single-digit revenue decline for the first quarter, with additional cost pressures from tariffs estimated at $1 billion [9] Competitive Advantages - Nike maintains a strong roster of high-profile sponsors and is recognized as the most valuable brand in sportswear [10][11] - The brand's legacy products, such as the Air Force 1 and Air Jordan, continue to have significant consumer appeal [11][12] Growth Potential - If Nike can return to its previous profit levels, it has the potential to recover its stock price, which is currently over 50% lower than its peak in 2021 [6][14] - The footwear and apparel market has grown since 2021, providing a favorable environment for Nike's recovery [13][14]

Core Insights - NIKE Inc.'s fiscal 2025 results revealed a 12% year-over-year decline in revenues for the fourth quarter, driven by inventory challenges and weakening demand in classic franchises like Air Force 1, Dunk, and AJ1 [1][8] - Management is implementing "Win Now" actions and a new "sport offense" strategy to lay the groundwork for recovery, with a notable improvement in the wholesale order book indicating renewed confidence from partners [1][2] Financial Performance - The holiday order book has shown a year-over-year increase, suggesting that wholesale partners are optimistic about NIKE's ability to innovate while offering fresh sportswear [2] - Key franchises in running, basketball, and women's performance are experiencing strong sell-throughs, particularly for models like the Vomero 18 and A'ja Wilson's signature line [2] - North America, EMEA, and APLA regions reported stronger holiday bookings, although there is ongoing weakness in China, indicating a potential broad-based recovery in fiscal 2026 [2][3] Future Outlook - The first half of fiscal 2026 is expected to face challenges from inventory liquidation, tariff headwinds, and digital repositioning, but the stronger holiday order book may signal a turning point in the latter half of the fiscal year [3] - If NIKE can maintain wholesale momentum and execute its innovation pipeline effectively, fiscal 2026 could mark the beginning of a recovery, although converting wholesale enthusiasm into consistent consumer demand, especially in China, remains a challenge [3] Competitive Landscape - NIKE faces significant competition from adidas AG and lululemon athletica inc., both of which are strong players in the global sportswear and athletic apparel market [4][5][6] - adidas is recognized for its performance innovation and cultural relevance, particularly in soccer and running, while lululemon has carved out a niche in premium athletic apparel with a focus on community and wellness [5][6] Stock Performance and Valuation - NIKE shares have increased by 3.1% year to date, outperforming the industry's growth of 0.8% [7] - The company trades at a forward price-to-earnings ratio of 40.95X, compared to the industry average of 30.82X [9] - The Zacks Consensus Estimate indicates a projected earnings decline of 21.8% for fiscal 2026, followed by a growth forecast of 53.7% for fiscal 2027 [10]

Core Viewpoint - UBS indicates that Nike's transformation is underway but will take at least a year to translate into sustainable revenue growth [1][2][3] Group 1: Transformation Progress - Nike's transformation is progressing, but the pace may not meet investor expectations, with the market anticipating a return to mid-single-digit revenue growth and healthy EBIT margins [1] - UBS emphasizes that improvements in franchise management are a key advancement, as the product team previously over-relied on classic franchise products, sacrificing innovation [1][2] Group 2: Strategic Direction and Challenges - UBS notes that the over-distribution of core classic series is being corrected, and Hill's clear strategic direction is expected to enhance operational efficiency and corporate culture [2] - The full implementation of Elliott Hill's changes may take at least a year or longer due to three main factors: the new team needing time to adapt, the complexity of global operations requiring fine coordination across regions and product categories, and a product delivery cycle exceeding one year delaying consumer impact [2]