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 ...

Core Viewpoint - Nike exceeded expectations in its fiscal first-quarter earnings report, showing signs of recovery despite previous challenges [1][4][6] Financial Performance - Revenue for the quarter rose 1% to $11.7 billion, surpassing the consensus estimate of $10.99 billion, which represented a decline of 5.2% [4] - Gross margin declined by 320 basis points to 42.2%, attributed to higher discounts and a shift back to the wholesale channel [5] - Earnings per share decreased by 30% to $0.49, yet still exceeded the consensus estimate of $0.27 [5] Strategic Initiatives - CEO Elliott Hill is working to rebuild relationships with key retail partners and clear excess inventory, particularly in classic franchises [3] - Nike's running business has shown significant growth, with sales increasing by over 20% in the quarter due to product redesigns based on customer feedback [8] - The company is experimenting with running-only stores, which have driven notable sales growth [8] Regional Performance - North America has seen a turnaround, with sales shifting from an 11% decline in the previous quarter to 4% growth, aided by the running business and new partnerships [9] - Wholesale revenue in North America grew by 11%, while training and basketball categories also experienced double-digit growth [9] Future Outlook - Management anticipates continued challenges, particularly in regions like China, and forecasts a decline in Nike Direct sales for the fiscal year [10] - For the second quarter, a low-single-digit decline in revenue and a gross margin decrease of 300-375 basis points are expected, influenced by new tariffs [11] - The company estimates an incremental cost of $1.5 billion this year due to increased tariffs, up from a previous estimate of $1 billion [11] Investor Sentiment - Investors reacted positively to the earnings report, with stock prices rising by 4% after hours [6] - Management emphasizes the need for patience as the recovery unfolds, but there are clear signs of progress [13] - The long-term outlook for the stock remains optimistic, with potential for recovery if the company can return to peak performance [14]

If the early read on Nike Inc.’s Win Now turnaround plan is any indication of future success, then the sportswear and sneaker brand racked up multiple wins in the first quarter — and Wall Street took notice of both the good and the bad. “This quarter, our Win Now actions drove momentum in the areas we prioritized first: running, North America and wholesale partners. It showed that we’re making the right choices. Consumers are responding. We’re getting some wins under our belt,” Elliott J. Hill, Nike’s pre ...

Core Viewpoint - Nike Inc's turnaround efforts are beginning to show positive results as the company refocuses on core sports categories like running and basketball, leading to a boost in share prices by approximately 4% in premarket trading [1] Financial Performance - Nike's sales fell by 1% on a currency-neutral basis in the most recent quarter, which was a smaller decline than expected, with total sales reaching $11.7 billion, surpassing the $11 billion forecast by Wall Street [3] - The company anticipates a low-single-digit decline in sales for the current quarter, aligning with projections [3] - Wholesale revenue increased by 5% on a currency-neutral basis to $6.8 billion, exceeding analyst estimates [8] Strategic Initiatives - CEO Elliott Hill has implemented a strategy to clear old inventory and reorganize the corporate structure, including laying off less than 1% of corporate staff and replacing several top executives [5] - The company is refocusing on sports and product development rather than casual footwear and fashion items [5] - Nike has redesigned its major running franchises, resulting in over 20% sales growth in the running category for the current quarter [6] Product Launches and Collaborations - The launch of NikeSkims, a new line in collaboration with Kim Kardashian's Skims, has received a strong response from shoppers, with a global rollout planned for 2026 [7] - Nike is returning to Amazon.com for the first time in six years and is enhancing its presence at Foot Locker stores [8] Challenges and Market Conditions - The company faces challenges from US tariffs, now expecting $1.5 billion in incremental costs due to higher levies, which have negatively impacted gross margins [9] - Sales in the Greater China region remain weak, attributed to "structural challenges," with plans for a focused restructuring in that market [10] - The Converse brand is struggling, with sales declining by 28% in the quarter after currency adjustments [11] Market Sentiment - Analysts have noted that while Nike's turnaround is on track, there remains a cautious medium to long-term outlook [8][12]

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]

Financial Data and Key Metrics Changes - Revenues increased by 1% on a reported basis but decreased by 1% on a currency-neutral basis [20] - Gross margins declined by 320 basis points to 42.2% due to higher wholesale discounts, increased product costs, and channel mix headwinds [21] - Earnings per share was reported at $0.49 [22] - Inventory decreased by 2% compared to the prior year [23] Business Line Data and Key Metrics Changes - Nike Direct declined by 5%, with Nike Digital down 12% and Nike stores down 1% [21] - Wholesale grew by 5% [21] - Running business grew over 20% this quarter, indicating strong consumer response [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 by 4%, with wholesale up 11% [23] - Greater China revenue declined by 10%, with Nike Digital down 27% [26][27] - EMEA revenue grew by 1%, with Nike Digital down 13% [25] - APLA revenue grew by 1%, with Nike Digital down 8% [27] 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] - The strategy aims to enhance consumer insights and drive innovation in storytelling [6] - The company is committed to improving its position in Greater China despite facing structural challenges [17] - Plans to refresh retail environments and improve seasonal sell-through trends are underway [27] Management's Comments on Operating Environment and Future Outlook - Management acknowledges a cautious consumer environment and tariff uncertainties impacting business recovery [19] - The company is optimistic about the potential for growth in China, emphasizing the importance of sport and innovative products [17] - Future revenue guidance for Q2 indicates a low single-digit decline, with expectations for gross margins to decrease by 300 to 375 basis points [32] Other Important Information - The company is experiencing a significant cost headwind from new tariffs, estimated at approximately $1.5 billion annually [30] - The strategic decision to reduce reliance on classic franchises and pull back on promotions is aimed at long-term brand health [18] Q&A Session Summary Question: Insights on the spring order book and medium-term margin levels - Management highlighted that the spring order book is positive, reflecting growth in North America and a commitment to returning to double-digit margins over time [41][46] Question: Update on September trading and consumer demand - Management noted that the environment is dynamic, with good sell-throughs for new product launches, but emphasized the need to focus on inspiring through sport [51][52] Question: Traffic headwinds in Nike Digital and milestones for profitable growth - Management acknowledged that organic traffic is down due to strategic reductions in promotions, but emphasized the importance of elevating the entire marketplace [63][64] Question: Strategies for turning around the Greater China digital business - Management expressed confidence in the long-term opportunity in China, focusing on innovative products and better storytelling to drive growth [66][67]

Market Overview - The major U.S. stock indices finished higher, with the Dow up approximately 90 points, the S&P 500 increasing by about 0.4%, and the NASDAQ gaining around 0.3% [1] - September ended positively, marking a solid conclusion to Q3, despite concerns over a potential U.S. government shutdown [2][3] Economic Context - Analysts suggest that the likelihood of a government shutdown is high, which could impact the release of key economic data, including jobs reports [2][10] - Despite these risks, the market appears to be focusing on growth and productivity, seemingly ignoring potential negative impacts from a shutdown [10] Earnings and Corporate Performance - Expectations for corporate earnings growth are optimistic, with projections of 7% to 10% growth for the year, driven by productivity and favorable pricing conditions [13][16] - Companies are investing heavily in capital expenditures (capex), which may lead to lower returns of capital to investors in the near term [16][17] Sector Performance - The technology sector and communication services outperformed, with notable performances from companies like Alphabet and Tesla, which saw increases of 14.2% and 33.2% respectively in September [20][24] - The S&P 500, NASDAQ Composite, and NASDAQ 100 experienced their best September since 2010 and the best Q3 since 2020 [21] Nike's Financial Results - Nike reported revenue of $11.72 billion, exceeding Wall Street's expectations of $11.02 billion, marking a 1% increase year-over-year [32] - The company faced challenges with higher inventory levels and a gross margin decrease of 320 basis points to 42.2%, attributed to lower average selling prices and increased tariffs [35][36] - Nike's wholesale revenue increased by approximately 7%, while direct-to-consumer sales declined by about 4% to 4.5 billion [33] Competitive Landscape - The sportswear market has become increasingly competitive, with Nike losing some market share to newer brands and established competitors like Adidas and New Balance [46] - Analysts believe that Nike's strong brand presence and upcoming major sporting events, such as the Olympics and the World Cup, could provide significant promotional opportunities [41][42] Valuation Insights - Analysts consider Nike to be undervalued, with a fair value estimate of $104 per share, suggesting potential for growth as the company navigates its turnaround strategy [48][49]

Core Insights - Nike is promoting running among Americans, with over 50 million individuals participating regularly, and is encouraging them to engage in running events [1] - Chris Bennett, Nike Running Global Head Coach, is providing motivation and tips for runners through a nationwide media tour [2] Product Offerings - Nike offers a range of running footwear designed for various needs, focusing on cushioning, including models like Pegasus, Structure, and Vomero [3] Community Engagement - Running serves as a social activity, fostering community through run clubs and race events, which helps maintain motivation among participants [4] Coach Profile - Chris Bennett, known as "Coach B," has extensive experience in competitive running and coaching, helping runners of all levels build confidence and connection to the sport [5]