We use cookies to understand how you use our site and to improve your experience.
This includes personalizing content and advertising.
By pressing "Accept All" or closing out of this banner, you consent to the use of all cookies and similar technologies and the sharing of information they collect with third parties.
You can reject marketing cookies by pressing "Deny Optional," but we still use essential, performance, and functional cookies.
In addition, whether you "Accept All," Deny Optional," click the X or otherwise continue to use the site, you accept our Privacy Policy and Terms of Service, revised from time to time.
You are being directed to ZacksTrade, a division of LBMZ Securities and licensed broker-dealer. ZacksTrade and Zacks.com are separate companies. The web link between the two companies is not a solicitation or offer to invest in a particular security or type of security. ZacksTrade does not endorse or adopt any particular investment strategy, any analyst opinion/rating/report or any approach to evaluating individual securities.
If you wish to go to ZacksTrade, click OK. If you do not, click Cancel.
NKE Jumps 4.1% on Dec. 31 After CEO's $1 Million Insider Buy
Read MoreHide Full Article
Key Takeaways
NKE rose 4.1% on Dec. 31 after its CEO bought roughly $1 million of shares in the open market.
Nike's insider buy reassured investors as the company navigates shifting demand and competition.
NKE ended 2025 down 13.5%, but easing supply chains and cost discipline helped stabilize sentiment.
NIKE, Inc.’s (NKE - Free Report) shares edged 4.1% higher on the last working day of 2025 after it was reported that its chief executive officer Elliott Hill purchased roughly $1 million worth of company shares in the open market recently. While the broader market traded in subdued, holiday-thinned conditions in the session, the insider buying stood out as a company-specific catalyst, helping Nike outperform parts of the consumer discretionary sector. NKE is part of the Zacks Shoes and Retail Apparel industry, a subset of the broader consumer discretionary sector.
Insider purchases by senior executives are often closely watched on Wall Street because they can signal management’s belief that the stock is undervalued or that the company’s long-term prospects remain intact despite near-term challenges. In Nike’s case, the CEO’s purchase was interpreted as a vote of confidence at a time when the company had been navigating a complex operating environment marked by shifting consumer demand and competitive pressures. The buying helped reassure investors that leadership remains committed to executing its strategy and believes in a recovery in brand momentum, which in turn supported demand for the shares into year-end.
The modest gain on Dec. 31 came against the backdrop of a mixed but evolving year for Nike’s stock in 2025. Over the course of the year, Nike shares experienced periods of volatility as investors weighed slower growth in certain key markets, inventory normalization efforts and changing consumer spending patterns. The company has been working to rebalance its product portfolio, refine its direct-to-consumer approach and reinvigorate innovation across footwear and apparel, all while facing intense competition from both established rivals and newer athletic brands.
At the same time, Nike benefited in 2025 from easing supply chain pressures compared with prior years and a renewed focus on cost discipline. Management’s efforts to streamline operations and sharpen brand storytelling helped stabilize sentiment after earlier weakness, even if growth remained uneven across regions. Investor confidence gradually improved as the year progressed, supported by expectations that product launches tied to major global sporting events and renewed wholesale partnerships could drive better traction going forward.
NKE’s stock price declined 13.5% in 2025 and currently hovers around the $64 mark. It currently has a Zacks Rank #3 (Hold). Adidas AG (ADDYY - Free Report) and Birkenstock Holding plc (BIRK - Free Report) , both peers from the same industry, lost 18.4% and 28.6%, respectively, in the same period. The industry’s price performance in general has gone down 15.2%. Both ADDYY and BIRK also carry a #3. You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Bottom Line
The CEO’s late-December share purchase reinforced the view that Nike is positioning itself for longer-term improvement. While the stock’s year-end move was relatively small, the signal it sent resonated with investors looking ahead to 2026, adding a constructive note to Nike’s finish to 2025.
See More Zacks Research for These Tickers
Normally $25 each - click below to receive one report FREE:
Image: Bigstock
NKE Jumps 4.1% on Dec. 31 After CEO's $1 Million Insider Buy
Key Takeaways
NIKE, Inc.’s (NKE - Free Report) shares edged 4.1% higher on the last working day of 2025 after it was reported that its chief executive officer Elliott Hill purchased roughly $1 million worth of company shares in the open market recently. While the broader market traded in subdued, holiday-thinned conditions in the session, the insider buying stood out as a company-specific catalyst, helping Nike outperform parts of the consumer discretionary sector. NKE is part of the Zacks Shoes and Retail Apparel industry, a subset of the broader consumer discretionary sector.
Insider purchases by senior executives are often closely watched on Wall Street because they can signal management’s belief that the stock is undervalued or that the company’s long-term prospects remain intact despite near-term challenges. In Nike’s case, the CEO’s purchase was interpreted as a vote of confidence at a time when the company had been navigating a complex operating environment marked by shifting consumer demand and competitive pressures. The buying helped reassure investors that leadership remains committed to executing its strategy and believes in a recovery in brand momentum, which in turn supported demand for the shares into year-end.
The modest gain on Dec. 31 came against the backdrop of a mixed but evolving year for Nike’s stock in 2025. Over the course of the year, Nike shares experienced periods of volatility as investors weighed slower growth in certain key markets, inventory normalization efforts and changing consumer spending patterns. The company has been working to rebalance its product portfolio, refine its direct-to-consumer approach and reinvigorate innovation across footwear and apparel, all while facing intense competition from both established rivals and newer athletic brands.
At the same time, Nike benefited in 2025 from easing supply chain pressures compared with prior years and a renewed focus on cost discipline. Management’s efforts to streamline operations and sharpen brand storytelling helped stabilize sentiment after earlier weakness, even if growth remained uneven across regions. Investor confidence gradually improved as the year progressed, supported by expectations that product launches tied to major global sporting events and renewed wholesale partnerships could drive better traction going forward.
NKE’s stock price declined 13.5% in 2025 and currently hovers around the $64 mark. It currently has a Zacks Rank #3 (Hold). Adidas AG (ADDYY - Free Report) and Birkenstock Holding plc (BIRK - Free Report) , both peers from the same industry, lost 18.4% and 28.6%, respectively, in the same period. The industry’s price performance in general has gone down 15.2%. Both ADDYY and BIRK also carry a #3. You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Bottom Line
The CEO’s late-December share purchase reinforced the view that Nike is positioning itself for longer-term improvement. While the stock’s year-end move was relatively small, the signal it sent resonated with investors looking ahead to 2026, adding a constructive note to Nike’s finish to 2025.