Shoppers near a Nike store in New York’s SoHo neighborhood on November 24, 2025.
Michael Nagle | Bloomberg | Getty Images
nike Shares rose about 4% on Wednesday after insiders bought up shares near the end of a difficult year.
apple CEO Tim Cook, who sits on the sports apparel maker’s board, added about 50,000 shares to Nike, increasing his stake by about 90%, according to financial data provider Verity.
Fellow director Robert Holmes Swann bought about 8,700 shares, according to Verity. This represented a 24% expansion compared to the former. eBay and intel executive position.
Nike CEO Elliott Hill acquired about 16,400 shares in a deal valued at $1 million, according to Verity research. As a result, his personal stock increased by more than 7%.
Nike, 1 day
The buy comes as the Oregon-based company is coming off another tough year in the eyes of investors.
Nike’s stock price fell more than 15% in 2025, marking the fourth consecutive year of decline. The stock price has fallen by nearly half in the past three years.
Nike has recently been grappling with weak sales and being hit by tariffs in China, the latest in a series of challenges for the retailer. The company pitched a turnaround story led by Hill, who took the role last year.
Wall Street seems optimistic that stocks can recover. The average analyst surveyed by LSEG has a buy rating and price target, suggesting the stock could rise about 21% over the next 12 months.
