NIKE, Inc.
NIKE, Inc., together with its subsidiaries, designs, develops, markets, and sells athletic and casual footwear, apparel, equipment, accessories, and services for men, women, and kids in North America, Europe, the Middle East, Africa, Greater China, the Asia Pacific, and Latin America. The company offers its products under the NIKE, Jordan, Jumpman, Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks. It also provides a line of performance equipment and accessories, including bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment, and other equipment for sports activities, as well as various plastic products to other manufacturers; distributes and licenses casual sneakers, apparel, and accessories; and markets apparel with licensed college and professional team and league logos. In addition, the company offers consumer services and experiences, including sport focused events and activations; fitness and activity apps; sport, fitness, and wellness content; and digital services and features in retail stores. It sells its products to footwear stores; sporting goods stores; athletic specialty stores; department stores; skate, tennis, and golf shops; and other wholesale accounts through NIKE-owned retail stores, independent distributors, licensees, sales representatives, and digital platforms. The company was formerly known as Blue Ribbon Sports, Inc. and changed its name to NIKE, Inc. in May 1971. NIKE, Inc. was founded in 1964 and is headquartered in Beaverton, Oregon.
What does it do?
Nike makes the sneakers, sports gear, and athletic clothing you see everywhere — from NBA courts to your local gym. Their biggest brands are Nike and Jordan for performance and lifestyle products, plus Converse for casual shoes. They sell everything from running shoes and football boots to hoodies and sports bras. You probably own something with a swoosh on it right now.
Nike is the world's largest sportswear company, so when it struggles, it signals something real about consumer spending and global retail health. Right now, Nike is in the middle of a turnaround after a painful revenue drop from $51.4B to $46.3B in one year — a rare and significant decline for a company this size. New CEO Elliott Hill took over in late 2024 with a mandate to reverse course, making this a critical reset moment that investors are watching closely.
How does it make money?
Nike makes money by selling footwear, apparel, and equipment — footwear alone typically accounts for roughly 65% of total revenue. They sell through their own stores and app (called Direct), as well as through wholesale partners like Foot Locker and JD Sports. In their latest annual results, total revenue came in at $46.3B, down from $51.4B the year before, with a net profit of $3.2B. The Direct business had been growing fast but Nike overcorrected away from wholesale, which hurt sales.
Why do investors care?
The bull argument is simple: Nike is a battered giant with a recognisable brand that rarely stays down for long. At around $45 per share, the stock is trading near multi-year lows, which some investors see as a buying opportunity if the turnaround works. The new CEO is refocusing on classic products, rebuilding wholesale relationships, and pulling back on heavy discounting that damaged the brand. If Nike can stabilise revenue and recover margins, the upside from current levels could be significant.
Deep Dive
MemberA full investor briefing on NIKE, Inc. — history, leadership, risks, and outlook.