NIKE's Digital Slowdown: NIKE, Inc. has experienced a 12% drop in digital revenues and a 4% decline in NIKE Direct for Q1 fiscal 2026, attributed to a strategic pullback from promotions and sneaker launches, which has led to gaps in consumer engagement.
Competitive Landscape: Competitors like adidas and lululemon are enhancing their digital strategies, focusing on direct-to-consumer capabilities, personalization, and improved e-commerce infrastructure to capture online demand and deepen customer relationships.
Stock Performance and Valuation: NIKE shares have risen 12.3% over the past six months, outperforming the industry, but the company is projected to see a 23.6% decline in earnings for fiscal 2026, with a potential rebound of 56.2% in fiscal 2027.
Future Growth Strategies: To combat weak demand and competition, NIKE aims to strengthen its digital value proposition through enhanced personalization, community engagement, and seamless omnichannel experiences, while also focusing on sport-led product storytelling.
Wall Street analysts forecast NKE stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for NKE is 76.11 USD with a low forecast of 62.00 USD and a high forecast of 110.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
21 Analyst Rating
Wall Street analysts forecast NKE stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for NKE is 76.11 USD with a low forecast of 62.00 USD and a high forecast of 110.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
14 Buy
7 Hold
0 Sell
Moderate Buy
Current: 65.460
Low
62.00
Averages
76.11
High
110.00
Current: 65.460
Low
62.00
Averages
76.11
High
110.00
KeyBanc
Overweight
downgrade
$90 -> $75
2026-01-22
New
Reason
KeyBanc
Price Target
$90 -> $75
AI Analysis
2026-01-22
New
downgrade
Overweight
Reason
KeyBanc lowered the firm's price target on Nike to $75 from $90 and keeps an Overweight rating on the shares. The firm says that initial turnaround signs are showing but will take time to materialize.
Needham
Tom Nikic
Buy
to
Hold
downgrade
2026-01-08
Reason
Needham
Tom Nikic
Price Target
2026-01-08
downgrade
Buy
to
Hold
Reason
Needham analyst Tom Nikic downgraded Nike to Hold from Buy without a price target. The company's turnaround is progressing slower than expected, the analyst tells investors in a research note. Needham is concerned about Nike's recent level of sell-in in its North America wholesale channel. In addition, China "appears highly problematic," and consensus estimates for the next 12-24 months "look too high," contends Needham.
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Deutsche Bank
resume
$67
2026-01-08
Reason
Deutsche Bank
Price Target
$67
2026-01-08
resume
Reason
Deutsche Bank resumed coverage of Nike with a Hold rating and $67 price target. The firm resumed coverage of global brands, off-price, and specialty beauty retail. Following a "surprisingly strong" year for retail, Deutsche is entering 2026 with optimism as it anticipates a "volatile but broadly risk-on" macro environment, the analyst tells investors in a research note. The firm sees solid top-line trends, particularly in the first half of the year, due to easier weather comparisons and a boost in tax refunds.
Needham
Buy
to
Hold
downgrade
2026-01-08
Reason
Needham
Price Target
2026-01-08
downgrade
Buy
to
Hold
Reason
Needham downgraded Nike to Hold from Buy.
About NKE
NIKE, Inc. is engaged in the designing, marketing and distributing of athletic footwear, apparel, equipment and accessories and services for sports and fitness activities. The Company's operating segments include North America; Europe, Middle East & Africa (EMEA); Greater China; and Asia Pacific & Latin America (APLA). It sells a line of equipment and accessories under the NIKE Brand name, including bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment and other equipment designed for sports activities. It also designs products specifically for the Jordan Brand and Converse. The Jordan Brand designs, distributes and licenses athletic and casual footwear, apparel and accessories predominantly focused on basketball performance and culture using the Jumpman trademark. The Company also designs, distributes and licenses casual sneakers, apparel and accessories under the Chuck Taylor, All Star, One Star, Star Chevron and Jack Purcell trademarks.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
