Tim Cook just gave Nike a much-needed holiday boost

Key Points

  • Tim Cook's Investment: Apple CEO Tim Cook purchased $3 million worth of Nike shares, nearly doubling his stake to over 105,000 shares, signaling strong support for Nike's leadership and turnaround efforts.**
  • Stock Surge: Following Cook's purchase, Nike's stock rose by 4.64% on Wednesday, reflecting market confidence in CEO Elliott Hill's recovery strategy.**
  • Nike's Challenges: Nike is grappling with declining sales in China and profit impacts from tariffs, contributing to an 18.5% year-to-date drop in stock value.**
  • Leadership Transition: CEO Elliott Hill, who rejoined Nike in October last year, is implementing a "win now" strategy focusing on culture, product, marketing, marketplace, and in-person presence to address competition and past missteps.**
  • Board Support: Another Nike board member, Robert Swan, also bought shares worth $500,000, further demonstrating internal confidence in the company's direction.**

Summary

Apple CEO Tim Cook recently invested $3 million in Nike, nearly doubling his holdings to over 105,000 shares, a move that boosted Nike's stock by 4.64% on Wednesday. This purchase signals strong support for Nike CEO Elliott Hill, who is navigating a challenging turnaround for the sportswear giant. Hill, who returned as CEO in October last year, inherited a company struggling with declining sales in China, profit hits from tariffs, and increased competition. His "win now" strategy focuses on revitalizing Nike’s culture, product innovation, marketing, marketplace presence, and in-person engagement, alongside a renewed emphasis on sports. Despite these efforts, Nike's stock has fallen 18.5% year-to-date, reflecting ongoing obstacles. Cook, a Nike board member since 2005, and fellow director Robert Swan, who bought $500,000 in shares, demonstrate internal confidence in Hill’s vision. Cook’s personal connection to Nike is also evident through his custom Nike sneakers worn at Apple events, highlighting the long-standing collaboration between the two brands on products like fitness apps and Apple Watch variations.

yahoo
December 26, 2025
Stocks
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