• Loading stock data...
Thursday, October 9, 2025

Nike Misses Revenue Wall Street’s Projections, But Company’s Stock Soar

  • Nike reported $12.94 billion in revenue — a 2% increase from a year prior.
  • Company stocks increased by 8 percent in extended trading.
The swoosh logo at Nike Eugene.
Kirby Lee-USA TODAY Sports

For the first time in two years, Nike failed to live up to Wall Street’s expectations for its revenue — but it still managed to exceed them in other areas.

For Q1 2024, Nike reported $12.94 billion in revenue — a 2% increase from a year prior ($12.69B), but short of the $12.98 billion Wall Street had anticipated.

However, the company offset that miss by exceeding expectations in earnings per share, which came in at 94 cents compared to the projection of 75 cents.

Nike shares rose about 8% in extended trading by the end of the day.

Nike also managed to post better-than-expected gross margin numbers after abnormally high inventory plagued the company near the end of 2022; gross margin fell slightly from 44.3% to 44.2% year-over-year — but that exceeded analyst expectations of 43.7%, per StreetAccount.

The Oregon-based manufacturer said that higher product costs and current exchange rates contributed to the deflated number but that price increases mitigated the fall.

Any perceived struggles overall could be chalked up to poor sales figures in North America, Nike’s biggest market, where revenue fell by 2%. However, the company offset that with sales increases in its other regions.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ole Miss defensive end Kam Franklin (5) and defensive lineman Will Echoles (52) hold up the Magnolia Bowl trophy after a college football game between Ole Miss and LSU at Vaught-Hemingway Stadium in Oxford, Miss., on Saturday, Sept. 27, 2025. Ole Miss defeated LSU 24-19.

Weekend of CFB Upsets Demonstrates Parity in Rev-Share Era

The question is whether one of these teams can make a postseason run.

Trump Push to End Quarterly Earnings Has Major Sports Ramifications

U.S. President Trump proposes moving to semi-annual reporting for public companies.
Jun 27, 2025; Dallas, Texas, USA; A view of a Wilson basketball and the Dallas Wings logo during the game between the Wings and the Indiana Fever at the American Airlines Center.

Democratic Women’s Caucus Urges WNBA to End CBA Stalemate

The league and WNBPA must reach an agreement by Oct. 31.

Kaprizov’s Record Contract Rejection Highlights NHL’s New World

The declined contract would have set records for overall and annual value.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Jonathan Mariner

Former MLB CFO Jumps to PE, Says Teams Are Undervalued

Mariner worked in Major League Baseball for 24 years.
March 20, 2025

Nike Struggles Continue, but Signs of Turnaround Appear

The embattled company beats tepid expectations in both revenue and earnings.
James Harden
April 24, 2025

Adidas Posts Big Profits in First Quarter Without Yeezy

Profits and sales are up after selling off remaining Yeezys last year.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Oracle Park
March 18, 2025

S.F. Giants Selling Stake to Private Equity to Pay for Facility Upgrades

The team said the cash would not be used to grow payroll.
Aug 11, 2024; Paris, France; Medals are carried out on Louis Vuitton trays after the women's volleyball gold medal match during the Paris 2024 Olympic Summer Games at South Paris Arena
February 16, 2025

LVMH’s New Push: World’s Most Powerful Luxury Group Is Coming for Sports

LVMH is making long-term deals—and they’re not done.
February 14, 2025

DraftKings Turns First Full-Year Profit, Stock Up 47% in 2025

The company’s sports betting business continues to grow despite headwinds.
Billie Jean King
February 13, 2025

Billie Jean King: ‘Billionaires, Not Millionaires’ Are Fueling Women’s Sports Boom

Billie Jean King wants more women involved in team ownership, too.