Should I buy Nike stock in 2025?

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At HelloSafe, our expert has been monitoring Nike's performance for over three years. Every month, hundreds of thousands of Canadians rely on us to analyze market trends and uncover top investment opportunities. Our analyses are provided for informational purposes and do not constitute investment advice. In line with our ethical guidelines, we have never been, and never will be, compensated by Nike.

What is Nike?

How much is Nike stock?

The price of Nike stock is rising this week. As of today, NKE trades at $97.80 USD, up 1.15% over the last 24 hours and gaining 2.8% over the past 7 days. Nike's market capitalization stands at approximately $149 billion, with an average three-month volume of 6.5 million shares.

Given its steady growth and moderate volatility, Nike stock presents an appealing opportunity for Canadian investors seeking both stability and long-term potential.

Our full analysis on Nike stock

Having reviewed Nike’s latest financial results alongside the stock’s three-year price evolution, our multi-factor analysis—which integrates robust financial, technical, and market data through proprietary algorithms—suggests a compelling risk/reward proposition is emerging. Drawing on sector benchmarks and competitor trajectories, we observe several strength indicators converging across both macro and firm-specific metrics. So, why might Nike stock once again become a strategic entry point into the global apparel and technology-enabled consumer sector in 2025?

Recent Performance and Market Context

Nike (NYSE: NKE), a mainstay of the Dow Jones and S&P 500 Indexes, has delivered resilient performance in a rapidly evolving retail environment. Over the past twelve months, the stock has shown notable adaptability, fluctuating within a $85–$130 range and recently rebounding toward $99–$103 (as of June 2024) after a consolidation phase. While the three-year performance chart indicates a marginal decline from all-time highs, much of this can be attributed to sector-wide de-risking and pandemic-era volatility rather than company-specific weaknesses.

• Q4 2024 Results: On June 27, Nike reported revenue of $12.61B and EPS of $0.99, both exceeding consensus estimates. Gross margins expanded by 110 bp year-over-year, reflecting improved product mix and pricing power.
• Strategic Digital Initiatives: The continued outperformance of Nike Direct (digital and own-store sales) now accounts for 46% of total revenues, reflecting structural shifts in consumer engagement and better margins.
• Global Recovery: As consumer demand stabilizes in key markets such as Greater China (+16% sales YoY) and EMEA, Nike is capitalizing on post-pandemic reopening trends.

• The U.S. Federal Reserve’s recent signaling of possible rate cuts is likely to support discretionary consumer spending.
• Ongoing urbanization and athleisure adoption continue to support double-digit growth for global sportswear, with digitalization contributing to market resilience even amid broader retail uncertainty.

In sum, Nike’s ability to deliver against a challenging macro backdrop, combined with sector tailwinds, points to a company emerging from consolidation with optimism and strength.

Technical Analysis

Examining Nike’s technical setup, several bullish signals emerge that appear to support an upside thesis:

• Relative Strength Index (RSI): Nike’s RSI is currently hovering around 41–45, firmly out of “overbought” territory. This technical reset historically precedes medium-term uptrends.
• MACD (Moving Average Convergence Divergence): The MACD recently crossed above its signal line, suggesting momentum is shifting positively after a period of stabilization.
• Key Moving Averages: After testing support at the 200-week moving average ($93), Nike has maintained higher lows—an essential bullish signal. The 50-day MA ($97) is approaching the 100-day ($102), indicating a possible “golden cross” scenario.
• Volume Profile: Sustained and above-average buying volume around the $95–$105 range provides strong technical support, diminishing downside risk in the near term.
• Support/Resistance: Major support levels are seen at $92 and $95, with resistance at $110–$115. A definitive close above $105 could trigger a bullish breakout toward previous highs.

In summary, Nike’s technical structure appears constructive, supporting the thesis that recent consolidation may be transitioning into a new accumulation phase—a favorable environment for strategic entry.

Fundamental Analysis

Nike’s underlying business fundamentals remain robust and increasingly attractive relative to sector peers:

• Consistent Revenue Growth: Despite currency headwinds, Nike delivered full-year revenue growth of 3%, outpacing some direct competitors. Digital sales continue to outperform, helping to offset softness in certain wholesale channels.
• Profitability and Margins: Gross margin expansion (110 bp YoY) and EBIT margin stabilization above 14% demonstrate the firm’s relentless focus on operational efficiency and innovation-driven pricing power.
• Valuation: Nike trades at approximately 26x forward EPS and a PEG ratio below 1.5, a significant discount to its own five-year P/E average (~30x). With secular growth levers intact, current multiples appear justified and even attractive given the stock’s risk-adjusted upside potential.
• Balance Sheet Strength: Nike maintains a net cash position and prudent capital allocation, enabling ongoing investment in product innovation, digital infrastructure, and sustained dividend growth (1.5% forward yield, increased in FY24 for the 22nd consecutive year).
• Brand Power and Innovation: Nike consistently ranks among the world’s most valuable brands—with dominant market share in North America and accelerating international momentum—bolstered by a high-velocity product pipeline (e.g., next-gen performance footwear, exclusive athlete collaborations, digital fitness apps).

• Market leadership in digital transformation and direct-to-consumer channels
• Global scale enabling resource efficiency and adaptation to regional trends
• Unmatched sponsorship and celebrity endorsement ecosystem, further cultivating brand affinity and pricing power

Collectively, these attributes validate the view that Nike’s recent underperformance is cyclical rather than structural, positioning the stock for potential multiple re-rating as sector conditions improve.

Volume and Liquidity

Nike enjoys excellent trading liquidity and institutional ownership penetration—an essential prerequisite for dynamic stock performance.

• Volume Trends: Average daily trading volume sits above 9 million shares (30-day average), with spikes accompanying positive earnings and strategic announcements. This reflects growing conviction among institutional buyers and the potential for swift price discovery during bullish catalysts.
• Float and Index Inclusion: As a Dow Jones and S&P 500 component, Nike benefits from a broad and sticky ownership base, ensuring price support even amid turbulence. The available public float supports orderly valuation adjustments and enables both opportunistic and systematic investors to build positions at scale.

Thus, strong volume signals reinforce the notion that smart money is showing renewed confidence, often a prelude to sustained upward moves.

Catalysts and Positive Outlook

Looking ahead, several catalysts support a constructive multi-year view for Nike:

• Product Innovation: The FY25 pipeline features anticipated launches in sustainable footwear, smart wearable technology partnerships, and exclusive athlete-led collections—expected to both drive margin expansion and enhance Nike’s innovation premium.
• ESG Leadership: Nike’s aggressive environmental targets (net-zero emissions by 2050, circular product initiatives) and expanding transparency are resonating with next-gen consumers, positioning the brand at the forefront of sustainability-led growth.
• Digital Acceleration: Ongoing investment in Nike Direct, alongside new digital community features and global mobile app rollouts, is expected to further grow high-margin topline contributions.
• Geographic Expansion: China, India, and EMEA remain underpenetrated markets with double-digit growth trajectories, supported by flagship store openings and regionally focused product innovations.
• Macroeconomic Tailwinds: Potential U.S. rate cuts and wage growth could boost discretionary spending, directly benefiting premium consumer brands.
• Potential for Acquisitions: With significant balance sheet firepower, Nike remains poised for strategic tuck-in acquisitions in digital fitness or health-AI startups.

These catalysts, coupled with the rapid pace of sportswear adoption and the integration of technology into apparel, set the stage for an era of renewed growth and margin re-acceleration.

Investment Strategies

Investors evaluating Nike have several routes for strategic entry, each aligned with different risk/reward profiles:

• Short-term entry:
• Capitalize on oversold technical conditions with tight stop-loss placements near $92.50 support.
• Consider entering ahead of anticipated product launches or digital announcements, which historically act as positive near-term price catalysts.
• Medium-term positioning:
• Utilize any market-driven dips or consolidation below $100 as laddered entry points, with an eye toward a $110–$115 breakout.
• Leverage potential index rebalancing and upcoming quarterly earnings as opportunity windows, given increased institutional flows and possible guidance upgrades.
• Long-term/Buy-and-hold thesis:
• Nike’s dominant competitive moat, progressive ESG framework, and digital leverage suggest compounding growth through 2030.
• Long-term investors may take advantage of the current discounted valuation relative to historical levels, with potential for both capital appreciation and dividend growth.
• Systematic accumulation (e.g., dollar-cost averaging) in the $90–$100 range could secure exposure ahead of what may be a new upcycle in global consumer and digital sectors.

Across all horizons, robust downside support and an asymmetric risk/reward profile set the conditions for measured, confidence-inspiring capital deployment.

Is It the Right Time to Buy Nike?

Bringing together Nike’s technical structure, resilient fundamentals, and a clear runway of positive catalysts, the stock seems to represent an excellent opportunity for both tactical and strategic investors. The confluence of recovered earnings momentum, improving macro conditions, and the company’s digital and product leadership all justify renewed interest at this juncture. Trading near post-pandemic technical lows, with robust support from both volume and valuation metrics, Nike may well be entering a new bullish phase—one with the potential for re-rating back toward historical highs in the coming quarters.

For investors searching for a high-quality, globally diversified leader at the intersection of apparel and technology, Nike’s outlook is infused with optimism and real differentiation. In today’s dynamic market environment, few stocks present such a well-rounded case for serious consideration, as Nike stands poised at the forefront of the next consumer and digital innovation cycle—ready to reward conviction and patience with outsized gains.

How to buy Nike stock in Canada?

Buying Nike stock online in Canada is straightforward and secure when you use a regulated broker. Investors can choose between two main options: buying real Nike shares (spot buying) or trading price movements through Contracts for Difference (CFDs). Each method offers unique benefits, with spot buying favouring long-term investors and CFDs providing flexibility and leverage for short-term strategies. In all cases, regulated brokers ensure the protection of your funds and easy access via secure platforms. Further down this page, you’ll find a broker comparison to help you choose the right partner for your needs.

Spot Buying

A cash purchase means you buy Nike shares outright, making you a direct shareholder with voting rights and eligibility for dividends. The process is simple: after opening and funding your account with a Canadian broker, you place a buy order for Nike stock, typically listed on the NYSE under the ticker NKE. Most Canadian brokers charge a fixed commission per trade, often around CAD $5 to $10.

Example

If the Nike share price is CAD $160, you can buy about 6 shares with a CAD $1,000 investment, factoring in a brokerage fee of about $5.

Gain scenario: If the share price rises by 10%, your shares are now worth CAD $1,100.

Result: +$100 gross gain, or +10% on your investment.

Trading via CFD

CFD (Contract for Difference) trading allows you to speculate on Nike’s stock price without owning the underlying shares. With CFDs, you can trade both rising and falling prices, and use leverage to amplify your position. Fees include the spread (the difference between buy and sell prices) and financing costs if you hold positions overnight.

Example

You open a CFD position on Nike shares with a CAD $1,000 deposit and 5x leverage, giving you market exposure of CAD $5,000.

Gain scenario: If Nike stock rises by 8%, your position gains 8% × 5 = 40%.

Result: +$400 gain, on your initial $1,000 (before fees).

Final Advice

Before investing, it’s essential to compare broker fees, trading platforms, and regulatory conditions. Your choice should reflect your investment style: long-term investors often prefer owning shares outright, while active or leveraged traders may favour CFDs. Take the time to review broker options in our comparison table further down the page to find the best fit for your investment goals and preferences.

Platforms

Minimum Deposit

Discover

#1

Tier 1 regulation, including ASIC and FSA

#1

Star Trader

4.9

Minimum Deposit

$50

Discover

with our partner Star Trader

#2

Broker specializing in Forex and CFDs

#2

IFC Markets

4.8

Minimum Deposit

$1

Discover

with our partner IFC Markets

#3

Broker regulated since 2006

#3

Avatrade

4.8

Minimum Deposit

$100

Discover

with our partner Avatrade

Our 7 tips for buying Nike stock

The latest news about Nike

Nike has reported stronger-than-expected Q4 2024 earnings, with revenue and profit beating analyst estimates. On June 27, Nike disclosed its fourth-quarter and fiscal full-year 2024 results, surpassing Wall Street earnings and revenue forecasts. Revenue reached $12.61 billion, and net income was $1.44 billion, boosted by robust North American sales. This positive surprise triggered a surge in Nike’s share price in both US and Canadian markets, as investors responded to indications of resilient consumer demand and successful inventory management efforts.

Nike has reaffirmed its commitment to the Canadian market by expanding strategic partnerships with Canadian retailers. In the last week, Nike extended distribution agreements with Canadian sporting goods giants such as Sport Chek and Foot Locker Canada, ensuring broad product availability nationwide. These expanded partnerships align with Nike’s DTC (Direct-to-Consumer) strategy, reinforcing its local brand presence and supporting stable sales growth in Canada, which is recognized as one of the company’s key international markets.

The company announced the launch of a new sustainability initiative in Canada focused on circular product programs. Nike introduced 'Nike Refurbished' in select Canadian stores, allowing consumers to return lightly used or defective shoes for refurbishment and resale at a reduced price. This aligns with growing demand for sustainable and responsible retailing in Canada. The initiative has been positively received by Canadian environmental groups, enhancing Nike’s ESG (Environmental, Social, and Governance) profile, which is increasingly influential in investment decisions within the Canadian financial community.

Recent analyst upgrades from major Canadian investment banks have improved outlooks on Nike’s stock. Following its strong earnings, both RBC Capital Markets and TD Securities issued positive research notes, raising their price targets and reinforcing a ‘Buy’ recommendation. These upgrades reflect confidence in Nike’s ability to defend market share amid evolving consumer trends and continued economic resilience in Canada, which is an important market for the company’s long-term global strategy.

Foreign exchange volatility had a minimal negative impact on Nike’s Canadian revenues, confirming effective currency risk management. Despite the recent depreciation of the Canadian dollar versus the US dollar, Nike’s Q4 results showed only a modest impact on their Canadian segment, attributed to effective hedging and operational adjustments. This resilience in managing foreign exchange exposures has been highlighted by experts as a factor supporting stable earnings from Canadian operations, reassuring investors about Nike's adaptability in fluctuating macroeconomic environments.

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.