NKE · News · 20261013N

Competition and Market Share

NIKE, Inc. · 2026-10-13 · Importance 17 · Surprise 40

Piper Sandler’s semi-annual teen survey found that Nike continues to lose mindshare among teenagers in footwear. On Running is gaining mindshare, particularly among teen boys, indicating increased competitive pressure in the youth performance-footwear market. Teen-reported spending rose 6% year over year in the fall survey, with upper-income teens reporting an 11% increase, suggesting the weakness reflects brand preference shifts rather than uniformly weaker spending.

Key facts

• NIKE, Inc. has already lost more than 40% since January. source
• Bank of America analyst Lorraine Hutchinson downgraded Nike to Underperform on September 25. source
• After Nike reported disappointing fiscal first-quarter results on October 1, BofA cut its price target again. source
• Nike continues to bleed mindshare for all teens in the footwear category, according to Piper Sandler's semi-annual survey. source
• There were recent campaigns around Nike Air Force 1 in New York. source