Nike needs to focus on innovation to mount turnaround: Analyst
Shares of Nike (NKE) are slipping after the company reported earnings following yesterday's market close. The footwear and apparel company slashed its full-year guidance, expecting sales to drop 10% during its current quarter and warning of soft sales in China. S&P Global Ratings consumer products director Amanda O’Neill discusses the results in more detail. O’Neill notes that Nike's revenue declines are surprising. She adds that the company encountered "many challenges," from a weaker macro picture to lost traction in digital strategy, forcing them "to shift and move more into the wholesale channel." From a credit perspective, the trend is concerning if it continues into 2026, O'Neill says. To mount a turnaround, O'Neill believes Nike will need to focus on innovation and hone in on key consumer trends, such as athleisure and sport. For more expert insight and the latest market action, click here to watch this full episode of Morning Brief. This article was written by Gabriel Roy
