NEW YORK, Jan 2, 2026, 10:30 ET — Regular session
- Nike shares fell about 1.1% in morning trading after a year-end jump tied to insider buying.
- CEO Elliott Hill disclosed a roughly $1 million open-market purchase in an SEC Form 4 filing.
- Investors are watching for evidence Nike’s turnaround can stabilize demand and margins in 2026.
Nike shares were down 1.1% at $63.03 in late morning trading on Friday, giving back part of a late-December rally that followed fresh insider buying disclosures.
The move matters because Nike enters 2026 trying to convince investors its reset is gaining traction after margin pressure and uneven regional demand weighed on the stock last year. Insider buying — when executives or directors purchase shares with their own money — is often read as a confidence signal, even when it does not change fundamentals. 1
Nike also lagged the broader market on the day, with the consumer discretionary sector modestly lower even as the S&P 500’s largest ETF traded higher.
A filing with the U.S. Securities and Exchange Commission showed CEO Elliott Hill bought 16,388 Class B shares at a weighted average price of $61.10 on Dec. 29. 1
The Form 4 filing — a required SEC disclosure of insider transactions — showed Hill’s direct holdings rose to 241,587 shares after the purchase. 1
The disclosure followed another high-profile insider purchase late last month by Apple CEO Tim Cook, a Nike director, who bought 50,000 shares at about $58.97, a separate Form 4 filing showed. 2
Guggenheim analyst Simeon Siegel said insider buying at Nike was “possibly most encouraging” given the current backdrop for the footwear maker, according to a Reuters market note. 3
Nike shares jumped 4.1% on Dec. 31 after Hill’s purchase became public, helping lift the stock into the year-end close. 4
The insider activity comes as Nike works through a turnaround after its last quarterly report highlighted pressure on gross margin and continued weakness in China. 5
Analysts have been focused on whether inventory and product refresh efforts can support a steadier recovery in North America without further margin erosion abroad, Barron’s reported this week. 6
The next major catalyst is Nike’s next earnings report, expected in mid-March; Yahoo Finance’s earnings calendar lists March 19 after the close, though companies can update dates. 7
Beyond company-specific news, traders are also watching early-January macro data, including the U.S. jobs report due Jan. 9, for clues on rates and consumer spending momentum. 8
