NEW YORK, January 1, 2026, 06:16 ET — Market closed
NIKE, Inc. shares jumped about 4% in the last regular U.S. session after a regulatory filing showed CEO Elliott Hill bought roughly $1 million of the company’s stock. The stock closed at $63.71 on Dec. 31, ending 2025 down about 16% and well below its 52-week high. 1
The open-market buy gives investors a fresh data point in a turnaround story that has struggled to generate consistent confidence.
It matters now because insider buying can shift sentiment quickly in a stock that has been whipsawed by concerns about demand, pricing and profit margins.
A Form 4 — the SEC document corporate insiders use to disclose personal stock trades — showed Hill bought 16,388 Class B shares on Dec. 29 at a weighted-average $61.10. The filing said the purchases were executed between $61.09 and $61.10, taking his direct stake to 241,587 shares. 2
Hill’s buy comes after other insider purchases disclosed late last month. Nike director Tim Cook bought about $3 million of shares and director Robert Swan bought about $500,000, Reuters reported. 3
Because insiders must disclose trades, Form 4 filings can trigger fast, headline-driven moves — especially in thin holiday trading. They do not change Nike’s underlying results, but they can reset positioning when bearish sentiment is crowded.
Nike’s last earnings report in mid-December underscored what investors are still debating into 2026. The company flagged margin pressure from tariffs and discounting and warned its gross margin would fall again this quarter, while Hill said results were “slightly better than we had anticipated 90 days ago” but “nowhere near our potential,” and the company pointed to a steep drop in China sales. 4
Nike’s outperformance also stood out against several athletic-wear peers in the same session. Under Armour fell 3.3%, while Lululemon, Deckers and On Holding each slipped about 1% to 2%.
Before the next session, traders will watch whether the rally holds once normal volumes return and whether any follow-on filings or analyst notes add to the insider-buy narrative.
Macro data could also steer risk appetite for consumer names in early January. The Labor Department is scheduled to publish the December employment report on Jan. 9 and December CPI on Jan. 13, according to the Bureau of Labor Statistics. 5
For Nike, the next major catalyst is its fiscal third-quarter report, with several earnings calendars listing March 19 as the expected date; the company has not confirmed the timing. Investors will focus on holiday-quarter revenue, the pace of discounting, and whether China demand shows signs of stabilizing. 6
