Nike
NKEMarket price data through September 1, 2026.
Performance
Sep 2021 – Sep 2026
Track record
How this pick has done since Benson first called it.
- Benson Return
- -49%
- How much this stock is up since Benson first picked it — measured from the price at the time of that first pick, not from today.
- First pick price
- ~$75
- Roughly what one share cost when Benson first picked this stock. This is the starting line for the Benson Return.
- Tracking since
- August 2025
- The month this stock first became a Benson pick.
- Tracking duration
- 13 months
- How long Benson has been tracking this pick.
About Nike
Nike is the largest athletic footwear and clothing brand in the world. A few years ago it decided to sell far more directly to customers through its own shops and app, and pulled back from the retailers that had always stocked it. That plan went badly, and the company is now in the middle of undoing it.
The case for and against
Both sides of the story, in plain English.
- Wholesale Is Turning First
The part of the business Nike is fixing first is responding. Wholesale revenue, meaning sales through retail partners, reached 6.6 billion dollars in the quarter ended May 2026, up 4 percent. Rebuilding those shelf relationships is the clearest early sign the turnaround plan is actually working.
- The Brand Is Still The Brand
Even through a difficult stretch, Nike brought in 46.4 billion dollars of revenue over the year and kept 6.7 cents of every dollar as profit. Very few consumer brands in the world have this reach. The trouble here has been strategy rather than the brand losing its meaning to customers.
- Growth Has Stalled Completely
Full year revenue was 46.4 billion dollars, flat against the year before and 2 percent lower once currency movements are stripped out. The most recent quarter was slightly below the year before as well. A turnaround needs revenue to start climbing, and so far it has not.
- The Direct Business Keeps Shrinking
Nike Direct, the shops and app the whole failed strategy was built around, brought in 4.1 billion dollars in the quarter and fell 7 percent. The company is still unwinding that decision, and until direct sales stabilise the recovery is only half happening.
Other companies we track
How to read this page
This automated research summary uses Financial Modeling Prep market data through 2026-09-01. Model signals, scores, and risk labels can change and may be incomplete or wrong.
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