Nike stock (NKE): what moves it, explained simply
Nike reports on an odd calendar. Its year ends in May, so its big reports land when most other companies are quiet.
This page explains how the stock tends to move. It isn't a recommendation to buy or sell it.
At a glance
| Item | Nike (NKE) |
|---|---|
| What it is | The world's biggest sportswear brand: shoes, clothes and gear. It also owns Jordan and Converse |
| Where it trades | New York Stock Exchange, ticker NKE (the Class B shares) |
| Indexes it's in | S&P 500 and the Dow |
| Earnings | 4 times a year, after the close, usually late June, September, December and March |
| What moves it most | Sales growth, profit margins, China, tariffs, guidance |
| How it tends to move | Steady most weeks, with large gaps after earnings |
| Regular hours | 9:30 am–4:00 pm ET, plus pre-market and after-hours sessions |
What the company does
Nike designs shoes and clothes. Factories it works with, mostly in Asia, make them. Vietnam, Indonesia and China are big production countries.
It sells two ways. Wholesale means through stores like sporting-goods chains. Direct means its own shops, website and app. For a few years Nike leaned hard into direct. Since Elliott Hill became CEO in October 2024, it has worked to rebuild its wholesale ties.
What moves it
- Earnings and guidance. Nike's fiscal year ends May 31. So its "fourth quarter" report comes in late June. The forecast often moves the stock more than the past quarter. See Earnings report and Guidance.
- Tariffs. Import taxes on goods from Asia raise Nike's costs. Trade news can move the stock on a day with no Nike news at all.
- China. It's a big market for Nike. Weak or strong demand there shows up in the report.
- Gross margin. That's how much of each sale is left after the cost of making it. Discounts to clear old stock squeeze it.
- New products and sports moments. Big launches and events like the Olympics or the World Cup can shape the mood, though they rarely move it alone.
When it's busiest
- The morning after earnings: results come out after 4:00 pm ET. The real reaction often shows at the next 9:30 am open.
- 9:30–10:30 am ET: the open, where overnight news is priced in.
- 3:00–4:00 pm ET: the close, with index funds and big orders.
US stock hours stay 9:30 am–4:00 pm ET all year. Extended-hours times depend on your broker.
Its personality
- Off-season reports. Because its calendar is shifted, Nike often reports in quiet weeks. That can make its move stand out.
- Trade-news sensitive. It reacts to tariff headlines alongside other companies that make goods in Asia.
- Slow turns. Turnarounds in a company this big take quarters, not weeks. Its chart has often moved in long trends.
- A low-priced Dow member. The Dow is price-weighted, so NKE carries less weight there than higher-priced stocks.
Reading it with our method
Start on the weekly or daily chart. Mark the last places price turned around. Are the highs and lows stepping up or stepping down? Trade with that direction.
Then go to your entry chart. Only a candle body closing past a level counts. After an earnings gap, the first candles often have long tails both ways.
Set the stop from the chart, then size from the stop. Example: your stop is $2 below your entry and your plan risks $40. That's $40 ÷ $2 = 20 shares. The position size calculator works it out in seconds. A math example, not a promise. Any trade can lose.
Common mistakes
- Using the wrong calendar. "Q1" for Nike is June to August.
- Chasing the gap at 9:30. The first 15–30 minutes after a big earnings gap often whip both ways. See gap trading explained.
- Trading the brand, not the chart. Loving the shoes says nothing about the next move.
- Missing tariff days. Check the news calendar. Trade headlines can hit the whole retail group.
Questions
When does Nike report earnings?
Four times a year, after the US market closes, usually in late June, September, December and March. Nike's fiscal year ends May 31. Check Nike's investor site for exact dates.
Is Nike in the Dow Jones?
Yes. Nike joined the Dow Jones Industrial Average in 2013. It's also in the S&P 500.
Why do tariffs affect Nike stock?
Most Nike products are made in Asia and shipped to the US. Tariffs are import taxes, so they raise Nike's costs unless it raises prices or moves production.
Who is Nike's CEO?
Elliott Hill, a longtime Nike executive, became CEO in October 2024.
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