Nike’s stock has struggled, shedding nearly 70% in the past five years.
CEO Elliott Hill is leading a turnaround effort the company calls “Win Now.”
Nike‘s (NYSE: NKE) turnaround plan is like a retired athlete returning for one last hurrah. It sounds good in theory, and everyone’s cheering for a successful comeback, but the execution in practice is much more difficult.
Nike’s “Win Now” strategy, led by company veteran and CEO Elliott Hill, is all about making the apparel company a lean athletic machine once again. When earnings are released on June 30, investors will get a glimpse into whether “Win Now” is actually winning now.
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The challenges Nike is facing are substantial. Tariffs and lagging sales in China are a real drag for the iconic athletic brand. As of the third quarter of its fiscal 2026, Nike’s sales in China were down 10% year over year. It’ll likely take a few years for those macroeconomic issues to fully work themselves out.
Competition is stiff for Nike as consumers become less and less loyal to one brand. In the running category, up-and-coming companies such as On Holding and Hoka, a subsidiary of Deckers Outdoor, are eating into market share once dominated by Nike.
Image source: Getty Images.
Nike’s stock is down more than 40% from its 52-week high.
I think the “Win Now” strategy is going to work, but it’s going to look more like “Win Eventually.” The turnaround strategy is so massive that years, not just quarters, will be needed. Rebuilding wholesale channels, streamlining operations and inventory, and upgrading technology aren’t projects a company of Nike’s size can complete quickly.
For investors, taking a wait-and-see approach to June 30 is likely best. The stock is priced low enough that, if the fundamentals improve, there will still be time to buy in afterward. However, if the turnaround is further delayed or fails to materialize, Nike will need much more time, and investors should wait on the sidelines.
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Catie Hogan has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Deckers Outdoor, Nike, and On Holding. The Motley Fool has a disclosure policy.
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