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A simple 50-50 split between Nike and Adidas around past FIFA World Cups consistently outperformed the S&P 500, averaging double-digit excess returns. The correlation exists because the World Cup is the world's biggest marketing stage, driving near-term soccer apparel sales while boosting long-term brand loyalty. The 2026 World Cup will be the largest ever, with 48 teams, 104 matches, and a projected audience of over 6 billion, amplifying the commercial stakes.
In the most recent trading session, Nike (NKE) closed at $78.38, indicating a +2.89% shift from the previous trading day.
DECK builds momentum with HOKA and UGG growth and global expansion, while NKE faces revenue pressure and China weakness.
Nike's push into the booming outdoor recreation market — which will kick off on Monday with the launch of a new trail running shoe — will test whether it can turn a little-known sub-brand into a meaningful growth engine.
Nike is rebounding with a new CEO, improved tariff clarity, and a focus on core strengths, despite mixed retail sector earnings. Q4 earnings beat expectations, and technical indicators point to a bullish setup, with a potential breakout target near $108 per share. Valuation remains attractive, as shares trade below historical averages, offering about 10% upside to normalized fair value.
NKE faces a $1B hit from fading classics but bets on fresh launches and sport-led innovation to spark recovery.
Despite near-term EPS headwinds and China/wholesale uncertainty, I reiterate my Buy rating on Nike for long-term investors. Short-term challenges, including tariffs and negative EPS revisions, are likely temporary. Nike's strong ROCE and reinvestment rates support double-digit long-term growth even under my more conservative projections.
NKE emphasizes innovation and cultural scale, while SKX expands globally with comfort and value-driven growth.
Nike (NKE) closed the most recent trading day at $76.39, moving 1.05% from the previous trading session.
Knight and his wife are making a record private gift to Oregon Health & Science University amid broader battles over public funding for higher education.