NEW YORK, December 30, 2025, 12:06 ET — Regular session
- Nike shares slipped in midday trading as investors digested fresh brand and marketing headlines in thin year-end markets.
- Nike extended its LSU partnership through 2036 and launched a new NIL program for college athletes.
- A report flagged a trademark dispute over Nike’s “Total 90” soccer line ahead of next year’s World Cup marketing push.
Nike (NKE) shares slipped 0.3% to $61.05 in midday New York trading on Tuesday, leaving the stock near the bottom of its $60.79-$61.52 session range.
The move came as U.S. stocks edged lower in thin year-end trade, with investors waiting on the Federal Reserve’s latest meeting minutes later on Tuesday. The S&P 500 was down about 0.1%, with the Nasdaq and Dow also slightly lower. 1
For Nike, the timing matters because the shares have been quick to react to incremental signals on brand momentum and execution, even on low-volume days. Traders have been looking for clearer proof that recent strategy shifts are filtering into demand and store-level sell-through.
On Monday, Nike said it extended its partnership with Louisiana State University through 2036 and launched “Nike Blue Ribbon Elite,” a new name, image and likeness program that adds 10 LSU athletes across sports to its NIL roster. “College sport is woven into Nike’s DNA,” said Ann Miller, Nike’s EVP of global sports marketing. 2
NIL refers to arrangements that let college athletes earn money from their personal brand, such as endorsement and marketing work. For Nike, it adds another pipeline for athlete-led campaigns and product storytelling tied to major programs.
Separately, Sports Business Journal reported that Nike faces a trademark dispute tied to its plans to revive the “Total 90” soccer line ahead of the World Cup next June. The report said a youth soccer coach sued Nike in November after registering the mark when Nike’s registration lapsed in 2019, and a federal judge this month denied a request to temporarily block Nike from selling Total 90 products. 3
On the analyst front, UBS pointed to improving brand indicators in its latest global sportswear consumer survey, but kept a Neutral rating on the stock. UBS said a higher share of consumers reported Nike products were easy to find in stores and online—an availability measure investors track as Nike rebuilds its wholesale channel, or sales through third-party retailers; UBS also cited its $62 price target, an estimate of where the stock could trade over the next 12 months. 4
Nike also featured among the drags on the Dow Jones Industrial Average on Tuesday morning as several blue-chip components slipped, MarketWatch data showed. The Dow was down about 0.3% early, with Goldman Sachs and Home Depot among the biggest point detractors. 5
Investors are now watching whether the LSU NIL rollout translates into new campus-facing campaigns and product collaboration, and whether the Total 90 dispute produces fresh court deadlines that could complicate a World Cup marketing push. They are also looking for consumer-survey improvements to show up in cleaner inventory and steadier pricing.
Nike has not set its next results date publicly, but market calendars place the company’s fiscal third-quarter report in mid-March, with some listings projecting March 18, 2026. That update is expected to be the next major checkpoint for demand commentary, product pipelines and margin direction. 6
For now, the stock has been trading around the $60-$62 band, with $60 acting as a near-term marker and $62 as the next level traders tend to watch. In thin holiday markets, headline-driven moves can look larger than the underlying flow.
With 2025 winding down, the focus into January is likely to stay on Fed signals and any incremental company updates, from consumer-read data to legal developments. The next few months will test whether Nike’s renewed sport focus translates into steadier demand without heavier discounting.
