Nike Shares Hit 11-Year Low after 36% Plunge, Q4 Sees 2–4% Sales Drop
NKE•Nike shares have plunged 36% this year to an 11-year low, marking the steepest drop among major retailers. China revenue fell 10%, with digital sales down 21% and wholesale sliding 13%, as management preps for a Q4 sales decline of 2–4% and margin contraction of 25–75 basis points.
1. Stock Performance Decline
Nike shares have fallen 36% year-to-date and 43% over the past 12 months, trading at their lowest level since 2015. The slide ranks among the steepest in the retail sector, erasing several years of growth.
2. China Business Pressures
Sales in Greater China plunged 10% year-over-year, led by a 21% slump in digital revenue and a 13% drop in wholesale orders, as consumer demand softens and regional competition intensifies.
3. Future Outlook and Guidance
Management forecasts fiscal Q4 sales to decline 2–4% with gross margins contracting 25–75 basis points, while CEO Elliott Hill’s restructuring and product innovation plans aim to restore growth against challenges from Adidas and On Holding.
