Should I buy Nike stock in 2025?

What is Nike?

*Nike does not typically publish standalone EBITDA; operating income and net income reported instead.

How much is the Nike stock?

The price of Nike stock is falling this week. As of now, Nike shares trade at $61.44, down 0.55% over the last 24 hours and showing a -2.37% change over the week. Nike’s market capitalisation stands at $90.68 billion, with an average three-month daily volume of 19.97 million shares. The price-to-earnings (P/E) ratio is 20.41, the dividend yield is 2.60%, and the stock’s beta is 1.23. With recent volatility and significant movements, investors in Ireland should stay alert to further shifts in market sentiment around this global brand.

Our full analysis on the Nike stock

Following a comprehensive review of Nike’s most recent financial statements and stock performance over the last three years, we have leveraged proprietary algorithms to synthesise insights drawn from core financial indicators, technical patterns, market positioning, and peer benchmarks. Combining the weight of these data-driven perspectives, Nike presents a fascinating risk-reward profile that may increasingly appeal to investors seeking resilient exposure to the premium consumer sector. So, why might Nike stock once again become a strategic entry point into the global consumer landscape in 2025?

Recent Performance and Market Context

Nike’s share price has experienced pronounced volatility in recent months, trading at $61.44 as of 30 May 2025. While the stock is down 33% over the last year and 22% over the past six months, this significant pullback has reset valuation levels and prompted renewed analysis from both institutional and individual investors.

Notably, the selloff comes against a backdrop of manageable fundamental shifts rather than structural damage. Nike’s Q4 2024 earnings confirmed a modest revenue decline of 2% year-on-year ($12.61bn vs. $12.9bn consensus), but earnings per share surprised to the upside—revealing ongoing cost discipline and operational leverage. The company’s market capitalisation stands at a robust $90.7bn, and the S&P 500 Consumer Discretionary sector continues to demonstrate resilience supported by rebounding global consumption and easing inflationary pressures.

• Nike returned to selling directly on Amazon after a five-year hiatus, significantly broadening its e-commerce reach.
• Strategic price increases of up to 7% on select products have been implemented to offset tariffs, a move that indicates strong brand pricing power.
• Leadership transition, with Elliott Hill—an experienced Nike veteran—assuming the CEO role, is seen as ensuring strategic continuity.
• Recent cost-reduction efforts, notably in the technology division, are expected to improve operational efficiency.

Despite short-term volatility, the overall backdrop for the global sportswear market remains structurally favorable, with sector growth driven by expanding health and wellness trends, urbanisation, and digitalisation of commerce—trends from which Nike, as a category leader, is set to benefit.

Technical Analysis

Short-term technical signals present a compelling picture for value-seeking investors. Nike’s stock is currently trading very close to both its 20-day and 50-day moving averages ($60.03 and $60.71 respectively), signalling a potential base-building phase. The 200-day moving average at $73.36 is serving as a near-term technical ceiling.

• RSI (14-day): At 48.69, Nike’s RSI is neutral, reflecting neither overbought nor oversold conditions—a classic setup for range reversal plays.
• MACD: Slightly negative at 0.37. While some interpret this as a mild continuation of the prior trend, the narrowing MACD histogram often precedes momentum shifts.
• Support & Resistance: The $52.28 52-week low is a strong support zone; price action has respected this level multiple times, suggesting robust buying interest. Immediate resistance stands at $73.36 (200-DMA), which would be a logical target for medium-term recoveries.

The stock’s daily trading range ($61.13–$62.90) and repeated tests of key support indicate growing price stability, which often precedes renewed upside in high-quality cyclical consumer stocks.

Fundamental Analysis

Fundamentally, Nike retains a best-in-class profile distinguished by scale, brand equity, and financial robustness.

• Revenue and Profitability: Despite reporting a rare top-line contraction in Q4 2024, Nike’s trailing 12-month revenue remains impressive at $47.82bn. Net income stands at $4.51bn, with EPS at $3.01—demonstrating that core profitability is both resilient and responsive to macro pressures.
• Valuation: Nike’s current P/E ratio of 20.41 signals a material de-rating from historical averages and now sits markedly below wider sector multiples for premium branded players. When adjusted for projected earnings growth (~2.2% per annum), its PEG ratio suggests reasonable value for investors with a medium- to long-term horizon.
• Dividend and Cash Flow: A 2.6% dividend yield ($1.60 annualised) coupled with $10.4bn in cash reserves offers notable support for income-focused strategies and reflects Nike's highly liquid balance sheet.
• Brand and Innovation: Nike’s global market share, unparalleled brand recognition, and commitment to R&D (as seen in product launches and sustainability initiatives) underscore its continued sector leadership. Unique among peers, over 58% of Nike’s sales are generated outside the US, highlighting strategic diversification and risk mitigation.

Nike’s proven ability to adjust to economic cycles, paired with operational agility and innovation DNA, continues to set it apart in a crowded field.

Volume and Liquidity

Trading volumes have remained strikingly solid in spite of the correction, averaging nearly 20 million shares per day over the last three months. This persistently high liquidity demonstrates strong institutional engagement and allows for flexible position management for both large and small investors. Valuation dynamics are reinforced by a float composition conducive to price discovery and responsive re-rating as fundamentals improve.

Noteworthy also is the lack of any significant liquidity crunch at recent lows, a key indicator that the selloff has not led to investor capitulation—rather, the ownership base appears to be rotating rather than retreating.

Catalysts and Positive Outlook

As we look ahead, several tangible growth catalysts and secular trends reinforce the constructive stance on Nike:

• Return to Amazon: Reestablishing direct sales through Amazon not only broadens Nike’s digital reach but is likely to support both revenue acceleration and digital margin expansion as e-commerce penetration deepens.
• Product Innovation: Commitment to R&D continues to yield innovative performance and lifestyle products, supporting premium pricing and customer loyalty.
• Brand Strength: Nike’s position as the most valuable global sportswear brand is undiminished, ensuring pricing power and high share of mind, even in fluctuating macro climates.
• Operational Streamlining: Recent technology division restructuring is projected to deliver cost savings and sharpen digital transformation focus.
• Cash Resilience: A sound cash position underpins future capex flexibility, robust dividend payments, and potential for enhanced shareholder returns.

At the same time, powerful long-term sectoral forces—including ongoing health/athleisure demand, urbanisation, and the global surge in digital interaction—remain distinctly favourable. Consensus analyst price targets situate Nike at a median of $83.29, implying a 35% upside from current levels. The backdrop of a broad market rally, improving consumer confidence, and easing supply chain pressures create further room for multiple expansion.

Investment Strategies

Nike’s technical and fundamental setup offers various routes for both tactical and strategic capital allocation:

• Short-Term Entry: The current proximity to multi-month support ($52.28) and neutral technical indicators make Nike attractive for mean-reversion and early trend-seekers expecting a rebound toward $73–$75.
• Medium-Term Positioning: For those with a 6- to 12-month horizon, accumulating at present levels ahead of Q2 and Q3 results is supported by analyst upgrades and new channel expansion (Amazon), as well as growing cost-control visibility.
• Long-Term Perspective: For investors focused on brand durability and secular flows into health and fitness, the rare valuation reset, combined with a rising dividend and balance sheet strength, points to a strategic entry point with compelling risk-reward.

Importantly, each scenario may be best timed around technical lows, catalysts such as quarterly results (notably the 26 June earnings release), and operational updates—delivering layered opportunity for a broad spectrum of market participants.

Is it the right time to buy Nike?

In summary, Nike emerges as a classic case of a high-quality franchise undergoing a temporary reset in valuation—one underpinned by world-class brand equity, financial resilience, and structural competitive advantages. Current trading levels, backed by technical stabilization and attractive forward multiples, seem to represent an excellent opportunity for investors seeking both upside potential and fundamental quality in the global consumer discretionary sector.

The convergence of renewed e-commerce momentum, robust cash generation, supportive volume trends, and a median analyst target projecting 35% upside collectively justify renewed interest in Nike’s shares. As the company pivots through its transitionary phase, the stock may be entering a new bullish phase—offering a unique opportunity for those ready to capitalise on market dislocation and premium brand resilience.

Nike’s transition period, strong balance sheet, growth catalysts, and the robust technical underpinning all align to position the stock as a formidable entry point for 2025. Investors searching for an iconic brand with leveraged exposure to the global consumer upturn will find Nike’s recovery prospects particularly attractive at current levels.

In the current market climate, Nike’s combination of valuation reset, brand leadership, and near-term catalysts reinforce its place as a stock that deserves serious consideration for renewed portfolio positioning.

How to buy Nike stock in Ireland?

Buying Nike (NKE) stock online is a simple, secure process when you use a regulated broker, giving you confidence as you enter the markets. Irish investors typically have two main options: buying Nike shares outright (“spot buying”) or trading them via CFDs (Contracts for Difference). Spot buying gives you direct ownership of the stock, while CFDs allow you to speculate on price movements with leverage. Each method suits different investor profiles, and all transactions with reputable brokers are safeguarded. For details on the best regulated brokers for Nike shares, consult the comparison table further down the page.

Spot Buying

Spot buying of Nike shares means purchasing the actual stock on the New York Stock Exchange, making you a direct shareholder with all associated rights, such as receiving dividends. Most Irish brokers charge a fixed commission per order, usually ranging from €5 to €15, and sometimes a small currency conversion fee if trading in US dollars.

Informations importantes

For example, with Nike trading at $61.44 per share, if you invest $1,000 (around €925), including a $5 brokerage fee, you can buy about 16 shares ($1,000 - $5 = $995, $995 ÷ $61.44 ≈ 16 shares).

• Gain scenario: If Nike’s share price rises by 10% to $67.58, your shares are now worth $1,100.
• Result: +$100 gross gain, representing a +10% return on your investment (before taxes and fees).

Trading via CFD

CFD trading allows you to speculate on Nike’s price movement without owning the shares. CFDs let you go long (buy) or short (sell) with leverage, magnifying potential gains and losses. Fees mainly consist of the spread (the difference between buy and sell prices) and, if holding positions overnight, a small daily financing charge.

Informations importantes

Example: With a $1,000 stake using 5x leverage, your market exposure becomes $5,000.

• Gain scenario: If Nike’s stock rises by 8%, thanks to leverage, your position profits by 8% × 5 = 40%.
• Result: +$400 gain on your $1,000 stake (before spreads and overnight charges).

Final Advice

Before investing, it’s vital to compare brokers’ fees, currency conversion rates, and platform conditions to ensure they align with your investment style. Your choice between spot buying and CFD trading will depend on your objectives: long-term investors may prefer direct ownership, while more active traders might opt for CFDs. Explore our broker comparison table below to find the most suitable platform and make your first investment in Nike shares with confidence.

Our 7 tips for buying Nike stock

The latest news about Nike

Nike officially resumed direct sales on Amazon, boosting global and European distribution opportunities. After a five-year hiatus, Nike has restarted its partnership with Amazon, allowing for direct-to-consumer sales on the marketplace. This development was confirmed within the last week and is particularly relevant for Irish and broader European consumers, who rely heavily on Amazon’s distribution network for faster and more reliable access to Nike products. The move is expected to enhance Nike’s reach in Ireland, increasing product availability and convenience for local buyers, which could bolster revenues and market share in the region.

The consensus among analysts signals strong upside potential, with a target price over 35% above current levels. Despite recent stock volatility and a 33% drop in Nike’s share price over the past twelve months, global analyst coverage—including European market specialists—continues to rate the stock as a “Buy,” with a consensus price target of $83.29. This outlook is pertinent for Irish investors seeking growth opportunities, suggesting confidence in Nike’s fundamentals and a recovery trajectory supported by robust cash reserves and brand leadership.

Nike maintains a stable quarterly dividend, offering 2.6% yield and ex-dividend date on 2 June 2025. The board’s decision to sustain quarterly dividend payouts underscores Nike’s commitment to shareholder returns, even during periods of moderate earnings volatility. For Irish investors, the next ex-dividend date falls on 2 June 2025, aligning with US-Ireland tax treaty benefits that can effectively reduce withholding tax on dividends. This provides an attractive income stream in addition to potential capital appreciation.

Nike’s international sales strength secures revenue diversity and resilience amid domestic and global shifts. The latest financial disclosures indicate that 58% of Nike’s revenues are now generated outside the United States, with a significant share in Europe, supporting the company’s relative resilience to US-centric economic shocks. For stakeholders in Ireland, this global diversification lowers region-specific risks and positions Nike to capitalize on continued growth in sporting goods demand across Europe.

Recent price adjustments and innovation reinforce competitive positioning in the Irish and wider European market. Nike has implemented strategic price increases—up to 7% on select products—partially to offset higher US tariffs, but the ongoing focus on product innovation continues to sustain customer loyalty and brand premium. This is particularly relevant for Ireland, where Nike’s presence remains strong in major retailers and digital platforms, ensuring that product demand remains robust despite external cost pressures.

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.