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Nike shares drop as Q4 sales fall and cautious outlook signals ongoing turnaround challenges.

Company Fundamentals
01 Jul 2026
Proactive Investors
View Source
Bearish
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Nike's Q4 revenue fell 1% to $11 billion, the lowest since early 2022, with declines in Greater China and Europe offset by North American growth. Wholesale sales rose 4%, but direct sales dropped 7%, including a 12% fall in digital sales and a 7% decline in Nike-owned stores. Net income was $1.07 billion, boosted by a $986 million tariff refund, while full-year profit fell 3% to $3.1 billion. Nike expects revenue to decline in the next two quarters and earnings to remain flat, reflecting ongoing volatility and competitive pressures as it works on a turnaround under CEO Elliott Hill. Analysts see some signs of stabilization but caution that Nike faces a tough path to regain market dominance amid strong competition and weak consumer spending.

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