Nike Stock Is Still Broken

By Travis Hoium – Apr 10, 2026 at 7:42AM ESTKey PointsNike's sales are in decline and even a return to retail stores isn't helping. Hot brands like On and Hoka are taking market share and demonstrating the pricing power Nike used to have. Desptite its struggles, Nike is still an expensive stock, making it a "stay away" for investors. Despite its iconic swoosh, Nike (NKE +2.02%) continues to sprint against a brutal headwind. Sales are expected to fall on a constant currency basis again this year as a cooling Chinese market and costly new North American tariffs hit the company. While management is pivoting back to wholesale partners to recapture lost shelf space, the transition is proving sluggish. Despite shares trading lower over the past few years, this still isn't a turnaround worth betting on, which I discuss in this video. *Stock prices used were end-of-day prices of April 3, 2026. The video was published on April 7, 2026. Read NextApr 9, 2026 •By Geoffrey SeilerShould You Buy Nike for the Long Haul? Here's the Honest Answer.Apr 8, 2026 •By Jeremy Bowman6 Best Value Stocks to Buy Now in 2026Apr 8, 2026 •By Stefon WaltersDown Over 75%, Here's One Silver Lining that Could Intrigue Nike InvestorsApr 8, 2026 •By David Jagielski, CPAThese 3 Beaten-Down Stocks Haven't Been This Cheap in Over a DecadeApr 7, 2026 •By David Jagielski, CPAIs the Problem With Nike's Stock That It Has Too Much Exposure to China?Apr 7, 2026 •By Geoffrey SeilerNike Shares Plummet Again. Will the Stock Ever Rebound?About the AuthorTravis Hoium is a contributing Motley Fool stock market analyst covering solar energy, technology, and growth stocks.

Before The Motley Fool, Travis was a mechanical engineer at 3M and founded a virtual reality company. He holds a bachelor’s degree in mechanical engineering and a master’s degree in business administration from the University of Minnesota.TMFFlushDrawX@travishoiumStocks MentionedNikeNYSE: NKE$43.98(+1.97%)+$0.85*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.