New York, Jan 5, 2026, 20:44 (EST) — Market closed
- Nike shares ended Monday up about 2% at $64.53.
- UBS kept a Neutral rating and a $62 price target after its latest sportswear survey pointed to improving brand metrics.
- Next catalysts include key U.S. labor and inflation data this month and Nike’s next earnings report expected March 19.
Nike, Inc. shares rose nearly 2% on Monday after UBS said its latest global sportswear survey showed the brand’s standing improving year on year, even as the bank warned the company’s turnaround may take longer than investors want.
The move matters because Nike has been trying to rebuild momentum following a bruising post-earnings selloff in mid-December, when investors focused on shrinking profitability and weak demand in China. Survey-based reads can shape near-term positioning when there is no fresh company update and the next results are still weeks away.
UBS’s stance also underlined how narrow the path has become: it kept a Neutral rating and a $62 price target, below Monday’s close, signaling it still sees limited upside until the recovery shows up in revenue and margins. A price target is an analyst’s estimate of where the stock could trade over the next 12 months.
Nike traded between $63.27 and $65.36 on Monday, with volumes near 23.5 million shares. U.S. equities broadly advanced, with the S&P 500 and Dow also closing higher.
UBS said its “Evidence Lab” sportswear survey showed Nike’s brand remains strong and is improving, which the bank said supports the view that business trends can recover over time. The firm kept its Neutral rating, citing concern that the timing of that recovery will lag market expectations. Investing.com+1
Nike has been fighting for share in running and lifestyle categories as rivals such as On and Deckers’ Hoka gained traction, pushing the company to lean harder on product updates and marketing while rebuilding wholesale relationships.
In its most recent results on Dec. 18, Nike reported fiscal second-quarter revenue of $12.4 billion, up 1%, as wholesale growth offset weakness in other parts of the business, while margins fell and China sales declined again. CEO Elliott Hill told analysts the company was “in the middle innings” of its recovery. Nike Investors+1
Wall Street remains split on how quickly the reset pays off. MarketWatch data showed Nike’s average target price around $77, based on 38 analyst ratings, leaving room for upgrades if near-term demand and profitability stabilize.
But the risks run both ways. If promotional activity stays elevated, tariff and supply-chain costs linger, or China demand fails to reaccelerate, Nike’s margin pressure could persist and push analysts to trim forecasts again.
Investors next look to U.S. macro data that can swing consumer and retail names, including the December employment report on Jan. 9 and the December CPI report on Jan. 13, before Nike’s next earnings release expected March 19 after the close.
