NKE · News · 20260817N

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NIKE, Inc. · 2026-08-17 · Importance 20 · Surprise 24

Nike’s soft direct-to-consumer sales contributed to the company’s share-price decline on August 17, 2026. The reported weakness contrasted with a rebound in wholesale performance. The channel mix indicates ongoing pressure in Nike’s direct-to-consumer business despite improving wholesale demand.

Key facts

• NIKE, Inc. has seen more than $200 billion in market value wiped out since the stock's 2021 record high, a drop of 78%. source
• NIKE, Inc. stock dropped to $38.94, its lowest level since September 2024, down by over 78% from its highest point on record. source
• NIKE, Inc. shares fell 4.3% Monday to their lowest level since September 2014. source
• NIKE, Inc. stock fell more than 3% on Monday, hitting a fresh 52-week low of $39.41. source
• NIKE, Inc. shares slid 3% to $39.47 and printed a fresh 52-week low of $39.42. source
• NIKE, Inc. closed at $39.09 in the latest trading session, marking a -4.02% move from the previous day. source
• A market summary states NIKE, Inc. shares have fallen to an 11-year low. source
• The reporting states NIKE, Inc. had "soft direct-to-consumer sales." source