Shares of athletic footwear and attire big Nike (NYSE: NKE) had been already off to a troublesome begin in 2026. And the ache intensified on Tuesday afternoon, when the corporate reported its fiscal third-quarter outcomes. Challenged gross sales in China and a weak outlook for the present quarter despatched shares plummeting, placing the inventory under $50 — far under its all-time excessive of greater than $165 in late 2021.
With the inventory down so sharply, buyers may be questioning if this iconic shopper model is lastly low-cost sufficient to purchase.
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Nike’s fiscal third quarter (a interval wrapping up on Feb. 28, 2026) reveals a enterprise that’s nonetheless very a lot in the course of a turnaround underneath CEO Elliott Hill.
Gross sales had been flat yr over yr, and Nike’s gross margin narrowed by 130 foundation factors to 40.2%, primarily on account of increased North American tariffs. This margin compression, mixed with the next tax charge, led to a 35% year-over-year decline in web revenue to $520 million. And earnings per share equally fell 35% to $0.35.
Additional, the corporate’s direct-to-consumer channel is struggling. Nike Direct revenues fell 4% yr over yr to $4.5 billion, and gross sales on the firm’s Converse model plummeted 35%. Administration additionally pointed to continued sluggishness within the essential China market — a stark distinction to the surging gross sales rivals like Lululemon Athletica (NASDAQ: LULU) are experiencing in that area.
And the corporate’s outlook was particularly disappointing, with the corporate guiding for fourth-quarter income to fall 2% to 4% yr over yr and Better China remaining a weak spot, with administration guiding for gross sales out there to say no about 20% yr over yr.
Administration’s expectations for a 20% decline in Better China is startling, provided that gross sales out there fell 10% in fiscal Q3. The sharper decline displays “lowered sell-in” as the corporate “accelerated actions to scrub up {the marketplace},” defined Nike chief monetary officer Matt Pal within the firm’s fiscal third-quarter earnings name.
Regardless of clear challenges, there are additionally indicators that Nike’s enterprise is stabilizing.
Most notably, the corporate’s wholesale revenues climbed 5% yr over yr to $6.5 billion, extending robust momentum in wholesale that solely just lately resurfaced. After a number of years of prioritizing its direct-to-consumer channels on the expense of its retail companions, Nike’s renewed deal with the wholesale channel seems to be paying off and driving top-line resilience in North America.
