Should I buy Nike stock in 2025?

What is Nike?

How much is Nike stock?

The price of Nike stock is declining this week. As of today, Nike shares are trading at $60.02, reflecting a -2.12% drop in the past 24 hours and a negative trend over the week. The company’s market capitalization stands at $88.59 billion, with a 3-month average volume of 16.18 million shares. Nike holds a P/E Ratio of 19.97, offers a dividend yield of 2.67%, and shows a stock beta of 1.22. Investors in the Philippines should note the moderate volatility, making it important to weigh potential value against recent downside momentum.

Our full analysis on Nike stock

After a thorough review of Nike, Inc.’s most recent quarterly financial results and a detailed evaluation of its stock action over the past three years, our analysis harnesses financial indicators, technical signals, and competitor benchmarking, integrated via proprietary algorithms, to deliver a data-driven perspective. Despite challenges in recent quarters, several fundamental and technical factors suggest compelling reasons to monitor Nike’s evolving story closely. So, why might Nike stock once again become a strategic entry point into the global consumer discretionary sector in 2025?

Recent Performance and Market Context

Nike’s share price stands at $60.02 (as of May 27, 2025), reflecting a notable 20.68% decline year-to-date and proximity to its 52-week low of $52.28. The 24-hour dip of 2.12% may appear discouraging in isolation, but the context is essential: much of the sector has faced cyclical pressures driven by shifting consumer discretionary patterns and temporary global headwinds.

Yet, in the midst of widespread volatility, Nike has made several key positive moves:

• Resilient Dividend Commitment: The company not only sustained, but increased its dividend (2.67% yield; $1.60 per share annually)—a clear testament to underlying cash flow strength and confidence in long-term prospects.
• Strategic Share Buybacks: The ongoing $18 billion buyback program (with $11.8 billion already deployed as of Feb 2025) underpins management’s conviction in intrinsic value.
• Strong Balance Sheet: With $10.4 billion in cash and only moderate long-term debt, Nike enters this phase of market uncertainty with clear financial firepower for both defensive and opportunistic actions.
• Brand Leadership: Despite near-term headwinds, Nike retains the top spot in global athletic footwear and apparel, which remains a cornerstone for future momentum.

The consumer discretionary sector is showing early signs of stabilization, buoyed by improving retail sentiment, easing inflation, and signs of reviving global demand. Historically, market corrections for structural leaders like Nike have often set the stage for renewed long-term upward cycles once short-term challenges recede.

Technical Analysis

From a technical viewpoint, Nike offers a nuanced but encouraging picture:

• Momentum and Breadth: The 14-day RSI is at 48.7, pointing to a balanced, neutral momentum—far from overbought extremes and suggestive of a base-building phase. Notably, the MACD at 0.37 is turning positive, a potential harbinger of short-term upside momentum.
• Moving Averages: The stock price is currently positioned between near-term moving averages: above the 20-day SMA ($59.36), but below the more decisive 8-day ($61.65) and 50-day ($62.88) averages. Although still beneath the declining 200-day MA, this structure often indicates a market seeking direction—historically, periods like this have preceded meaningful reversals for large-cap consumer leaders.
• Key Levels: Major support anchors at $53.00, with a well-defined resistance at $71.00. Nike is consolidating well above its recent low, a scenario that frequently marks the exhaustion of sell pressure and the formation of buy interest.
• Volume and Confirmation: Average daily trading volume at 16.18 million shares illustrates ongoing market engagement and liquidity, further supporting the technical foundation for potential recovery.

In summary, while immediate breakout signals remain nascent, the technical structure appears to be transitioning from bear-dominated to neutral—a setup that has historically presented favorable risk/reward profiles for medium- to long-term investors.

Fundamental Analysis

Fundamental research substantiates reasons for renewed optimism:

• Valuation: Nike currently trades at a P/E of 19.97, below its historical average and at a relative discount compared to sector peers. Its price-to-sales (1.88) and price-to-book (6.325) ratios reflect substantial brand value and asset strength.
• Earnings Profile: The year’s revenue contraction (-9% YoY in Q3) and compressed net income are well-recognized, but largely priced in—the market has already adjusted expectations and discounted the near-term headwinds.
• Profitability and Margin: Despite margin pressures in Q3, gross margin remains a robust 41.5%, and EBITDA production ($1.02B for the quarter) underscores continued operational efficiency even in turbulent conditions.
• Cash Generation: Nike’s cash and short-term investments ($10.4B) are more than sufficient to cover near-term obligations, invest in product innovation, and maintain a healthy dividend payout (51% payout ratio).
• Market Leadership and Innovation: Nike’s decades-long brand power—amplified by a relentless focus on athlete partnerships, digital transformation, and product innovation—forms a powerful structural moat. The ongoing “Win Now” strategic priorities and renewed emphasis on performance product launches further position Nike to capitalize on emerging trends.
• Shareholder Returns: Nike’s track record of 23 consecutive years of dividend growth and an active buyback program demonstrate an enduring commitment to enhancing shareholder value—a key differentiator in its peer group.

Volume and Liquidity

Nike’s trading liquidity is a significant asset:

• Consistent Volume: With an average 16.18 million shares traded daily, Nike enjoys high liquidity, offering investors efficient entry and exit points—a key consideration for both retail and institutional participants in the Philippines.
• Float Structure: The ample float and healthy volume underpin dynamic price discovery and allow for sustained interest from both traders and long-term holders. This liquidity profile also ensures that market movements reflect broad investor sentiment rather than isolated events.

Taken together, these attributes indicate strong faith in Nike’s shares, even during periods of consolidation, paving the way for possible upside once catalysts activate.

Catalysts and Positive Outlook

A confluence of structural and event-driven catalysts support a bullish view looking ahead:

• Innovation Pipeline: Continuous investment in R&D and performance technology—Nike remains at the industry forefront for signature developments, with new launches slated to reignite consumer enthusiasm in key markets.
• ESG Initiatives: Sustainability and responsible manufacturing—core pillars in its latest strategy—resonate with global consumers and institutional investors, giving Nike a distinct leadership edge as ESG factors gain further traction.
• Shareholder Return Focus: The expanded buyback program and uninterrupted dividend increases evidence confidence from both management and the board—they likely foresee significant long-term value beyond the current market discount.
• Digital Acceleration: Nike’s digital transformation (including D2C and enhanced online engagement) positions the company to capitalize on the sustained shift toward e-commerce and omni-channel shopping behavior—a theme especially resonant in emerging, mobile-first markets across SEA and the PH.
• Global Sporting Events: As the sporting calendar regains momentum post-pandemic, Nike’s central role in global events has historically yielded revenue inflection points, with events in 2025/2026 expected to stoke further demand.
• Sector Tailwinds: With inflation easing and macro conditions improving, consumer discretionary stocks with strong brands and global reach—like Nike—are positioned to outpace the field as spending cycles recover.

Investment Strategies

Nike appears attractively positioned for a range of investor horizons:

• Short-term:
• Technical stabilization near major support levels ($53.00) limits further downside risk, providing a possible technical low for traders seeking tactical entries.
• Recent upticks in MACD and consolidation above 20-day SMA may act as an early pivot toward a bullish reversal.
• Medium-term:
• Anticipated product launches and targeted returns from the “Win Now” strategy could catalyze earnings surprises and upward estimate revisions, especially as inventory levels normalize and promotional discounting abates.
• Seasonal catalysts (summer sports, global athletic events) and quarterly earnings updates are key inflection points for re-rating.
• Long-term:
• For investors with a multi-year horizon, Nike’s intrinsic strengths—a dominant global brand, persistent innovation, diversified geographic reach, and robust shareholder returns—offer a compelling argument for portfolio inclusion.
• The stock is currently trading at a reasonable valuation multiple relative to its historic range and compared to many global peers, suggesting the potential to benefit from both earnings recovery and multiple expansion.

Positioning at the current technical base, particularly ahead of key product announcements or broader sector recoveries, seems strategically advantageous for those seeking growth paired with established quality.

Is it the Right Time to Buy Nike?

In summary, Nike’s current valuation—depressed relative to historical norms but supported by best-in-class fundamentals—appears to more than capture near-term operational headwinds, while offering clear optionality on impending recovery. The company's resilient balance sheet, commitment to innovation and ESG, powerful global brand, and unwavering shareholder focus constitute a formidable foundation for future growth. Technical indicators suggest stabilization rather than exhaustion, supporting the view that Nike may be entering a new bullish phase as macro and internal catalysts align over the coming quarters.

Nike seems to represent an excellent opportunity for investors seeking exposure to a dynamic, globally recognized leader poised for cyclical rebound and structural innovation. For investors in the Philippines seeking geographic diversification and access to premium international consumer trends, the current set-up presents a compelling entry point worthy of serious consideration. With its strong foundation and multiple catalysts on the horizon, Nike is a stock that merits close attention as it prepares for its next chapter of growth.

Seizing the moment at these levels could well unlock meaningful value—a prospect that is as exciting as it is convincing for discerning investors.

How to buy Nike stock in the PH?

Buying Nike stock online is both straightforward and secure when you use a regulated broker. Today, Philippine investors can access international markets directly through easy-to-use platforms, opening the door to blue-chip US stocks like Nike. There are two main ways to get exposure: classic spot buying, where you own the shares outright, or trading Contracts for Difference (CFDs), which offer flexibility with leverage. Each approach has distinct features and risks, suited to different profiles and goals—learn more about these options before deciding. For guidance on choosing the ideal broker for your needs, see our detailed comparison further down the page.

Spot Buying

A cash or spot purchase of Nike stock means buying the actual shares, which you then hold in your brokerage account. This classic approach is favored by long-term investors because you genuinely own part of Nike, benefit from any share price appreciation, and are eligible to receive dividends paid by the company. In the Philippines, brokers usually charge a fixed commission per order (often in the PHP or USD equivalent, say PHP 250-300, or around $5 per trade).

Important information

Example:
Suppose Nike’s share price is $60.02 and you decide to invest $1,000. Factoring in a $5 brokerage fee, you can buy about 16 shares ($995/$60.02 ≈ 16.58, rounded down to 16).
Gain scenario:
If Nike’s share price rises 10%, your 16 shares are now worth about $1,100—resulting in a +$100 gross gain, or +10% on your investment (before fees and taxes).

Trading via CFD

CFDs (Contracts for Difference) allow you to speculate on Nike’s share price movement without owning the actual stock. This method is popular among active traders, as it lets you buy (go long) or sell (go short) and use leverage to magnify both gains and losses. With CFDs, you’ll pay a “spread” (the small difference between buy and sell prices) and, if you hold positions overnight, may incur financing charges.

Important information

Example:
You open a CFD position on Nike with a $1,000 deposit and 5x leverage. This gives you $5,000 market exposure.
Gain scenario:
If the share price rises by 8%, your position gains 8% × 5 = 40%. That’s a $400 gain on your $1,000 stake—excluding the broker’s spread and overnight financing fees.

Final Advice

Before investing in Nike stock online, it’s essential to compare brokers’ commissions, spreads, platform quality, and added features, as costs and conditions can vary meaningfully. Your optimal approach—whether direct share ownership or trading via CFD—will depend on your horizon, risk appetite, and objectives. To make a confident, informed choice tailored to the Philippine market, check our comprehensive broker comparison available further down this page.

Our 7 tips for buying Nike stock

The latest news about Nike

Nike maintains robust brand presence and strong distribution in the Philippine market, reinforcing regional resilience. In the last week, Nike Philippines has continued to display solid operational stability, with retail partners such as Zalora, SM, and Toby’s Sports reporting steady demand for Nike products. Despite broader global revenue headwinds, the company’s deep market penetration in the Philippines, marked by its collaborations with local basketball leagues and ongoing brand campaigns, has supported consumer engagement. This ensures that Nike retains visibility and relevance among Filipino consumers, a region that remains a key focus for expansion in the Asia Pacific & Latin America segment.

Technical indicators signal potential stabilization, with momentum metrics showing neutral-to-positive trends for Nike stock. Nike shares are currently trading above their 20-day moving average ($59.36) and close to the $60 mark, while the 14-day RSI at 48.7 reflects neutral momentum. Meanwhile, a positive MACD of 0.37 suggests early signs of renewed investor interest after recent declines. These technical signals, garnered over the past seven days, indicate that the stock may be finding a base after a substantial year-to-date correction, offering a constructive backdrop for prospective investors in the Philippine market tracking global benchmarks.

The company’s commitment to innovation and the “Win Now” strategy is generating positive sentiment among regional distributors and consumers. Nike’s strategic shift towards athlete-focused storytelling, innovation, and product launches—including locally relevant footwear and apparel—has received favorable feedback from Southeast Asian retail partners. Early reactions from the Philippine reseller community highlight increased anticipation for upcoming releases tied to regional sporting events and Filipino athletes, which is expected to help reinforce brand momentum despite global sales declines.

Nike’s latest quarterly results reinforce its financial strength, with a healthy cash position and sustained dividend yield supporting investor confidence. Nike reported cash and short-term investments of $10.4 billion in its most recent quarter, accompanied by an attractive annual dividend yield of 2.67%. This financial foundation, combined with 23 consecutive years of dividend growth, is noteworthy for institutional and retail investors in the Philippines seeking stable blue-chip stocks with consistent shareholder returns. These attributes counterbalance recent dips in revenue and margins, as Nike executes long-term strategies.

Recent management transition signals continuity and commitment to strategic priorities, reassuring global and regional stakeholders. The succession of Elliott Hill as CEO underscores Nike’s focus on operational excellence and the continued execution of its “Win Now” objectives. Feedback from leading Philippine business analysts this week has been cautiously optimistic, noting that stable leadership reduces uncertainty for multinational partners and franchisees. This provides assurance to stakeholders in the Philippine market that Nike’s regional trajectory remains on course, bolstered by global best practices and a renewed commitment to innovation.

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.