NKE · 8-K · 20261001PR000184

Operating Expense Trends

NIKE, Inc. · 2026-10-01 · Importance 36 · Surprise 14 · No source text

Selling and administrative expense decreased 3% to $3.910 billion, or 34.9% of revenue versus 34.3% a year earlier. Demand creation expense increased 5% to $1.252 billion, primarily because of higher brand marketing investment in key sports events. Operating overhead expense declined 6% to $2.658 billion, driven by lower wage-related expense and lower other administrative costs.

Key facts

• Selling and administrative expense decreased 3 percent to $3.9 billion source
• Operating overhead expense was $2.7 billion, down 6 percent source
• Operating overhead expense decreased from $2,828 million to $2,658 million, a -6% change source
• Total NIKE, Inc. EBIT for the quarter was $907 million versus $904 million prior year, a 0% change source
• Demand creation expense was $1.3 billion, up 5 percent source
• Demand creation expense increased 5% from $1,188 million to $1,252 million source

Impact estimates