Nike, Inc.

What does Nike own?
Nike owns a portfolio of three major brands: the core Nike brand serving performance athletics and mainstream consumers, Jordan Brand focused on basketball culture and streetwear, and Converse serving casual and vintage sneaker markets. The company previously owned Hurley, Cole Haan, Umbro, and Bauer Hockey but has streamlined to focus on its three core brands.

Is Nike publicly traded?
Yes, Nike, Inc. is publicly traded on the New York Stock Exchange under the ticker symbol NKE. The company has been publicly traded since its initial public offering in December 1980.

Who founded Nike?
Nike was founded in 1964 by Bill Bowerman and Phil Knight as Blue Ribbon Sports. The company was renamed Nike, Inc. in 1971, named after the Greek goddess of victory. Bowerman was a track and field coach at the University of Oregon while Knight was a middle-distance runner and business student.

Where is Nike headquartered?
Nike is headquartered in Beaverton, Oregon, USA, where the company has maintained its global headquarters since its founding. The Beaverton campus houses executive leadership, major research facilities, and key business units.

What is Nike's revenue?
Nike reported annual revenue of $46.4 billion for fiscal year 2026 (year ended May 31, 2026), flat on a reported basis and down 2% on a currency-neutral basis. FY2025 revenue was $46.3 billion, down 10% from $51.4 billion in FY2024. Net income for FY2026 was $3.1 billion, with diluted EPS of $2.10.

Who is the CEO of Nike?
Elliott Hill serves as President and CEO of Nike, Inc., having taken the role in October 2024. Hill previously spent 32 years at Nike, serving as President of Consumer and Marketplace before retiring in 2020. He succeeded John Donahoe and has launched the Win Now strategy and Sport Offense realignment to return Nike to growth.

What is the Win Now strategy?
The Win Now strategy is CEO Elliott Hill's turnaround plan launched in December 2024, organized around five actions: culture, product, marketing, marketplace, and ground game. The strategy focuses on five key sports, three key countries, and five key cities. It includes re-engaging wholesale partners, right-sizing key footwear franchises (Air Force 1, Dunk, Air Jordan 1), and repositioning Nike Digital. The Sport Offense realignment in FY2026 organizes teams by sport rather than by function.

Nike's journey began in 1964 when Bill Bowerman, a track and field coach at the University of Oregon, and Phil Knight, a middle-distance runner and business student, founded Blue Ribbon Sports. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS), with Knight selling shoes from the trunk of his car at track meets while Bowerman experimented with shoe designs, famously using his wife's waffle iron to create the prototype for the Waffle sole.

In 1971, the company officially became Nike, Inc., named after the Greek goddess of victory. The iconic "swoosh" logo was designed by Portland State University student Carolyn Davidson for $35. Nike signed its first major endorsement deal with distance runner Steve Prefontaine, establishing the company's commitment to partnering with elite athletes.

Nike went public in December 1980, raising capital for expansion. The company's breakthrough moment came in 1984 when it signed a rookie basketball player named Michael Jordan, creating the Air Jordan line that would become one of the most successful footwear franchises in history. Air cushioning technology, introduced in 1979, and subsequent innovations including Zoom Air, Flyknit, and React foam established Nike's reputation for performance technology.

Under CEO Mark Parker (2006-2020), Nike continued to innovate in product technology, digital experiences, and sustainability. The company expanded globally and became a cultural phenomenon beyond sports, influencing fashion, music, and youth culture worldwide.

In 2020, John Donahoe took over as CEO, bringing experience from technology and e-commerce companies. Donahoe focused on strengthening Nike's direct-to-consumer capabilities and digital platforms, including the Nike app, SNKRS platform, and Nike Training Club. However, the strategy of reducing wholesale partnerships and prioritizing digital sales contributed to declining revenue and strained relationships with retail partners.

In October 2024, Nike appointed Elliott Hill as President and CEO. Hill launched the Win Now strategy, which included aggressively right-sizing three key footwear franchises (Air Force 1, Dunk, and Air Jordan 1), returning to wholesale partnerships, and repositioning Nike Digital as a premium destination. In fiscal 2026, Hill introduced the Sport Offense realignment, organizing teams into sport-specific cross-functional units.

For FY2025 (ended May 31, 2025), Nike reported revenue of $46.3 billion, down 10% on a reported basis. Net income was $3.2 billion, down 44%, and diluted EPS was $2.16, down 42%. The fourth quarter of FY2025 reflected the largest financial impact from Win Now actions.

For FY2026 (ended May 31, 2026), Nike reported revenue of $46.4 billion, flat on a reported basis and down 2% on a currency-neutral basis. Net income was $3.1 billion, down 3%, and diluted EPS was $2.10, down 3%. Q4 FY2026 revenue was $11.0 billion, down 1% reported, with net income of $1.1 billion including a $0.52 per share benefit related to the expected recovery of IEEPA tariffs. Wholesale revenue grew 6% for the year, while Nike Direct declined 6%.

Nike has developed comprehensive sustainability initiatives focused on environmental responsibility, ethical manufacturing, and community engagement. The company's Move to Zero program targets zero carbon emissions and zero waste.

Nike has set science-based targets to reduce greenhouse gas emissions across its operations and supply chain, committing to achieving net-zero emissions from its operations by 2050. The company has invested in renewable energy adoption for manufacturing facilities, achieving approximately 70% renewable energy usage as of 2024. Sustainable materials initiatives include increasing recycled content in footwear and apparel, developing circular design principles, and reducing chemical usage in dyeing processes.

Nike addresses ethical considerations through supplier responsibility programs, factory audits, and transparency initiatives. The company maintains strict supplier standards covering labor rights, human rights, and environmental compliance across its global supply chain. Nike's community engagement programs include the Nike Foundation, which supports education, youth development, and community sports initiatives.

Nike has faced significant controversies throughout its history, primarily related to labor practices, environmental impact, and marketing practices.

Labor Practices: Nike has faced criticism since the 1990s regarding working conditions, wages, and worker rights in factories across Asia, particularly in Vietnam, Indonesia, and China. The company responded by implementing supplier responsibility programs, conducting regular factory audits, and improving supply chain transparency. Nike publishes a list of its manufacturing partners and conducts regular audits, but labor rights organizations continue to raise concerns about working conditions in the global supply chain.

Environmental Impact: Nike has faced criticism regarding water usage in manufacturing, chemical waste from dyeing processes, and carbon emissions from global supply chain operations. The company's Move to Zero program addresses these concerns, but environmental groups have called for more aggressive action and faster progress toward sustainability goals.

Marketing and Athlete Endorsements: Nike has navigated controversies related to athlete endorsements and social issues, including the Colin Kaepernick advertising campaign in 2018 and various athlete conduct issues. The company has faced criticism for both taking stands on social issues and for remaining silent on others.

Tariffs and Trade: In FY2026, Nike faced significant tariff impacts from the IEEPA tariffs imposed by the U.S. government. The company received a $0.52 per share benefit in Q4 FY2026 related to the expected recovery of these tariffs. Nike's heavy reliance on manufacturing in Vietnam, Indonesia, and China creates vulnerability to trade policy changes and geopolitical tensions.

Market Performance: Nike's two consecutive years of revenue decline (FY2025 and FY2026) have drawn scrutiny from investors and analysts. The Win Now strategy represents a significant restructuring effort, and the company has acknowledged that it is "in the middle innings" of its comeback. Some investors have questioned whether the strategy is working fast enough.