Nike’s Underperformance and Potential as a Value Buy

Nike Stock

Nike (NYSE:NKE), a global sneaker giant and market leader in its segment, has seen its stock price decline by over 16% in 2023, making it one of the worst-performing Dow Jones Industrial Average constituents. Despite reaching an all-time high of over $173 in November 2021, the stock is currently trading around 26% below its 52-week highs.

Several factors have contributed to Nike’s underperformance in 2023:

  • Concerns about the near-term sales outlook in the U.S. due to a macroeconomic slowdown, with key channel partners like Foot Locker and Dick’s Sporting Goods providing tepid guidance.
  • The ongoing economic slowdown in China, is a significant market for Nike.
  • Margin pressures and inventory challenges stemming from shifts in consumer spending towards services.

However, there are reasons to believe that Nike’s stock could present a compelling value buy at current levels:

  1. Margin Improvement: Nike anticipates revenue growth in the mid-single digits for fiscal year 2024 and expects gross margins to improve by 140-160 basis points during the year. The company has also addressed inventory concerns, and analysts predict double-digit earnings growth in both the current and next fiscal years.
  2. Digital Sales Focus: Nike has been prioritizing its digital platform and retail channels while reducing reliance on wholesale channels with lower margins. In fiscal year 2023, the digital channel accounted for 26% of its sales, indicating a shift towards higher-margin sales channels.
  3. Jordan Brand Strength: Nike’s Jordan brand remains popular and is poised to become the second-largest footwear brand in North America. The brand’s international market penetration is still relatively low, offering growth potential.
  4. Health and Sports Market: The growing interest in health, wellness, and athleisure aligns with Nike’s brand appeal. The company benefits from structural tailwinds related to the expanding definition of sports and health-conscious consumer trends.
  5. Valuation: Nike’s valuation multiples, including the next 12-month price-to-earnings multiple of 26.2x, are reasonable and discounted compared to historical averages.

Nike Stock Forecast

Wall Street analysts generally rate Nike as a Moderate Buy, with a mean target price of $131.27, representing a 35% upside from current levels. UBS, with a Street-high target price of $150, believes that Nike’s long-term margin targets remain achievable despite macroeconomic challenges. If Nike reaches its FY26 targets, it could potentially double its earnings per share, according to UBS analysts.


While Nike has faced headwinds in 2023, its focus on margin improvement, digital sales channels, strong brand portfolio, and reasonable valuations make it appear as a potential value buy. Nike’s iconic brand and growth prospects could position it for a rebound in the market.

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