Nike, Inc. (NYSE: NKE) ended the holiday-shortened Christmas Eve session higher—and then gave back some of those gains in after-hours trading—after a high-profile insider purchase from Apple CEO Tim Cook reignited the “turnaround” debate around the sportswear giant.
In regular trading on Wednesday, Dec. 24, U.S. markets closed early at 1:00 p.m. ET ahead of Christmas. [1] In that shortened window, Nike shares climbed 4.63% to $59.99. [2] After the bell, the tone cooled: Nike’s last after-hours quote was $58.62, down 2.23% from the regular-session level, according to Investing.com’s after-hours feed. [3]
Below is what drove the move, what today’s freshest forecasts and analyses are saying, and what investors should keep in mind heading into the next U.S. market open (note: the NYSE and Nasdaq are closed Thursday, Dec. 25 for Christmas). [4]
Nike stock price check: the Dec. 24 close, after-hours move, and key levels
Nike’s regular-session rally came in a thin, holiday-shortened tape—a backdrop that can exaggerate both upside pops and after-hours reversals. Reuters specifically noted light volumes into the Christmas holiday, with U.S. markets closed Thursday. [5]
Where Nike finished the regular session (Dec. 24):
- Close: $59.99 (+4.63%) [6]
- Day range: roughly $58.88 to $60.58 (per Investing.com’s quote summary) [7]
Where Nike traded after the bell (latest after-hours quote shown):
- After-hours: $58.62 (-2.23%) [8]
Bigger picture levels investors are watching:
- 52-week range:$52.28 to $82.44 [9]
That combination—near-$60 in the session, then a dip post-close—fits a pattern traders often see on headline-driven days: a sharp reaction during cash hours, followed by a less liquid after-hours period where prices can swing on relatively small orders.
The catalyst: Tim Cook’s $3 million Nike buy (plus another director buying too)
The key headline was simple—and powerful: Tim Cook bought Nike stock on the open market.
According to Reuters, the Apple CEO purchased 50,000 Nike shares at $58.97 each (about $3 million total), nearly doubling his personal stake and signaling confidence in CEO Elliott Hill’s turnaround plan. [10] Reuters also reported that:
- Cook has been on Nike’s board since 2005. [11]
- The purchase was described by Baird’s Jonathan Komp as a positive signal for progress under Hill’s “Win Now” actions. [12]
- Another Nike board director, Robert Swan, bought about 8,700 shares for roughly $500,000. [13]
Multiple outlets echoed the same takeaway: insider buying—especially a large, voluntary open-market buy—can change the conversation around a stock, even if it doesn’t immediately change the fundamentals. Investopedia noted Nike was among the day’s notable movers after the Cook filing and pointed to Wall Street’s still-bullish target structure despite a bruising year for the shares. [14]
Why investors are still split: Nike’s turnaround story vs. the “margin and China” problem
Today’s bullish jolt landed on top of a still-sensitive backdrop: Nike is only days removed from an earnings report that reminded investors the turnaround may take time—and money.
Reuters pointed out that Cook’s purchase came shortly after Nike reported weaker quarterly margins and sluggish sales in China, even as CEO Elliott Hill leans into product innovation and marketing while rebuilding wholesale relationships. [15] Reuters also noted Nike shares had slumped nearly 13% since the Dec. 18 results before Wednesday’s rebound. [16]
Nike’s own fiscal Q2 2026 release (quarter ended Nov. 30, 2025) underlines the push-and-pull:
- Revenue: $12.4B (+1%) [17]
- Wholesale: $7.5B (+8%) [18]
- NIKE Direct: $4.6B (-8%) with NIKE Brand Digital down 14% [19]
- Gross margin:40.6%, down 300 bps [20]
- Converse revenue: $300M (-30%) [21]
In other words: Nike is finding some traction in wholesale and certain categories, but profitability is under pressure—exactly the kind of setup that can produce violent sentiment swings on any “confidence” signal.
Today’s forecasts: where analysts see Nike heading from here
Even with the stock’s multi-year struggles, today’s coverage showed that the Street still sees meaningful potential upside—with wide dispersion depending on how fast margins stabilize and whether China improves.
Consensus targets (today’s widely cited snapshots)
- Investopedia cited Visible Alpha data showing a mean price target around $80, well above recent trading near $60, and referenced Bank of America commentary that estimates may be bottoming with catalysts tied to innovation and product transitions. [22]
- Investing.com’s Nike quote page lists an average 12‑month price target of about $77.24, with a wide high/low range (high $120, low $35) and an overall “Buy” rating tally (25 buys vs. 2 sells in the feed it displays). [23]
Why the target range is so wide
Nike is in a classic “execution gap” phase: bulls believe brand strength + new product cycles + wholesale rebuild can restore earnings power; bears see ongoing discounting risk, tariff-related cost pressure, and a still-fragile China story limiting margin recovery.
That split showed up in today’s analyst-note summaries too. Benzinga reported several recent target reductions and reiterated that the key debate is pace—not whether Nike can improve at all—with cited examples including Needham cutting to $68 and Telsey trimming to $72 (as relayed in the article). [24]
Today’s analysis roundup: what the latest commentators emphasized
Across the day’s freshest write-ups, the themes were consistent—even when the conclusions differed.
1) “Insider confidence” is the headline, but it doesn’t erase the work
Investing.com’s analysis framed Cook’s purchase (and Swan’s) as a confidence signal in the “Win Now” strategy—while still highlighting caution around tariffs, China demand, and the time required for a multiyear turnaround. [25]
2) The margin debate remains front and center
A Seeking Alpha analysis published today argued Nike’s recovery has some momentum but warned that margin pressure may limit near-term upside, pointing to the recent gross-margin decline and suggesting improvement could take multiple quarters. [26]
3) The bull case is “bottoming + catalysts,” not “all-clear”
Motley Fool’s take on the move was that Cook’s buy could signal a bottom, but it still anchored the story in execution—calling out the recent earnings reaction and highlighting how China weakness has weighed on sentiment. [27]
Before the next market open: the holiday schedule matters this week
One crucial practical point: there is no U.S. opening bell tomorrow.
- The NYSE and Nasdaq closed early (1:00 p.m. ET) on Dec. 24 and are closed all day Dec. 25 for Christmas. [28]
- Markets reopen for a full session on Friday, Dec. 26, according to both major-exchange scheduling coverage and the holiday calendar. [29]
That means any “overnight” repositioning in Nike between now and the next regular session will likely show up through:
- after-hours pricing (still typically thin),
- any additional filings or breaking headlines,
- Friday’s premarket indications.
What to watch into Friday’s open: a practical Nike (NKE) checklist
Here are the most actionable, non-hype things to monitor before the next session begins:
Watch item 1: Will the after-hours dip stick—or fade?
Nike’s after-hours quote was lower at $58.62. [30] With holiday liquidity, it’s less about “one print” and more about whether multiple venues keep the stock offered into Friday premarket.
Watch item 2: Any follow-on SEC filings or insider activity
Cook’s Form 4-driven buy was the day’s spark. [31] Additional insider buys (or any selling) can shift tone quickly, particularly when a turnaround narrative is being repriced.
Watch item 3: Analyst reactions—upgrades/downgrades and target changes
Today’s commentary already shows a market split on timing, with some targets being trimmed and analysts emphasizing tariffs/China risks. [32] Another round of notes into Friday could influence momentum.
Watch item 4: China and margins remain the “make-or-break” variables
Even the most optimistic takes today weren’t claiming Nike’s issues are solved—just that expectations may be resetting. [33] Any incremental data points on demand in China or promotional intensity could matter outsizedly.
Watch item 5: Broader tape and liquidity conditions
Reuters described the overall market backdrop as strong but holiday-thin. [34] If Friday volume stays light, single-stock moves—especially in widely held Dow names like Nike—can be sharper than usual.
Bottom line for Nike stock after hours on Dec. 24, 2025
Nike’s Christmas Eve story is the kind Google Discover readers tend to click for a reason: a globally recognized brand, a battered stock, and a headline-grabbing insider buy from one of the world’s most watched CEOs.
But the market’s message by the end of the day was nuanced:
- The confidence headline is real: Tim Cook put nearly $3 million into Nike shares, and another director bought as well—supportive signals during a sensitive turnaround period. [35]
- The fundamental debate is also real: Nike’s recent earnings showed revenue stability in places, but ongoing margin pressure and weak spots like Converse and China-linked concerns remain central to the thesis. [36]
- The calendar matters: markets are closed Dec. 25 and reopen Dec. 26, meaning the next real price discovery comes Friday—potentially with still-light holiday liquidity. [37]
This article is for informational purposes only and is not investment advice.
References
1. www.nasdaqtrader.com, 2. www.investing.com, 3. www.investing.com, 4. www.nasdaqtrader.com, 5. www.reuters.com, 6. www.investing.com, 7. www.investing.com, 8. www.investing.com, 9. www.investing.com, 10. www.reuters.com, 11. www.reuters.com, 12. www.reuters.com, 13. www.reuters.com, 14. www.investopedia.com, 15. www.reuters.com, 16. www.reuters.com, 17. investors.nike.com, 18. investors.nike.com, 19. investors.nike.com, 20. investors.nike.com, 21. investors.nike.com, 22. www.investopedia.com, 23. www.investing.com, 24. www.benzinga.com, 25. www.investing.com, 26. seekingalpha.com, 27. www.fool.com, 28. www.nasdaqtrader.com, 29. www.reuters.com, 30. www.investing.com, 31. www.reuters.com, 32. www.benzinga.com, 33. www.investopedia.com, 34. www.reuters.com, 35. www.reuters.com, 36. investors.nike.com, 37. www.nasdaqtrader.com
