Earnings Preview: What To Expect From Nike & How Its Handling Tariffs

Forbes

5 hours ago

Projecting sign with Nike swoosh logo outside retail store against blue sky and high-rise buildings, ... More San Francisco, California, May 13, 2025. (Photo by Smith Collection/Gado/Getty Images)
Nike is scheduled to report earnings after Thursday's close. The stock hit a record high of $179.10/share in 2021 and is currently trading near $62. The stock is prone to big moves after reporting earnings and can easily gap up if the numbers are strong. Conversely, if the numbers disappoint, the stock can easily gap down. To help you prepare, here is what the Street is expecting:
Earnings Preview
The company is expected to report a gain of $0.12/share on $10.67 billion in revenue. Meanwhile, the so-called Whisper number is a gain of $0.21/share. The Whisper number is the Street's unofficial view on earnings.
A Closer Look At The Fundamentals
The company has seen up and down earnings over the last few years. In 2020, the company made $1.84/share. In 2021, earnings jumped to $3.56. Then, earnings came in at $3.75 in 2022. Then, earnings slid to $3.23 in 2023. In 2024, earnings grew to $3.95 and are expected to come in at $2.15 in 2025 and $1.85 in 2026. The stock sports a price to earnings (P/E) ratio of 20 which is (0.8x) lower than the benchmark S&P 500.
It will be interesting to see what the company says about tariffs. FedEx came out last week and didn't report future guidance because of tariffs. Nike imports its sneakers from abroad, so tariffs will play a big role.
Charts & Data Courtesy of MarketSurge Inc.
A Closer Look At The Technicals
Technically, the stock is in a long downtrend and trying to bottom. The stock is trading below its longer term 200-day moving average line (DMA) which is not a healthy sign. The stock sports a relative strength (RS) rating of only 14 which is very low. MarketSurge ranks the RS rating from 1-99, 1 being the lowest and 99 being the highest. Ideally, the bulls want to see the stock gap up and the bears want to see it gap down after earnings.
Company History
Nike, originally founded as Blue Ribbon Sports on Jan. 25, 1964, began as a small operation in Eugene, Oregon. Phil Knight, a track athlete at the University of Oregon, and his coach Bill Bowerman teamed up to import high-quality running shoes from Japan's Onitsuka Tiger (now Asics) to sell in the U.S. market. Knight sold these shoes out of his car at track meets, while Bowerman contributed his expertise by experimenting with innovative shoe designs.
By 1966, BRS had opened its first retail store in Santa Monica, California, and expanded operations to the East Coast. However, disagreements with Onitsuka Tiger led the company to rebrand as Nike in 1971, adopting the now-iconic Swoosh logo designed by Carolyn Davidson.
The launch of Nike marked a turning point for the company. In 1972, Nike introduced its first original shoe featuring Bowerman's revolutionary "waffle sole," inspired by a waffle iron, which enhanced traction and durability. The company gained momentum throughout the 1970s and introduced its patented Air technology in 1979, setting it apart from competitors.
The 1980s solidified Nike's dominance with high-profile endorsements, most notably Michael Jordan in 1984. The Air Jordan line became a cultural phenomenon, blending performance and style.
Nike also debuted its "Just Do It" slogan in 1988, further embedding itself into popular culture and sports. Today, Nike is a global leader in sportswear and innovation, headquartered in Beaverton, Oregon. It has expanded beyond footwear into apparel, equipment, and digital technology like Nike+, which integrates fitness tracking with wearable devices.
With a focus on sustainability through initiatives like Flyknit technology and recycled materials, Nike continues to adapt to modern demands while maintaining its legacy as a brand synonymous with athletic excellence and innovation.
Company Profile
NIKE, Inc., together with its subsidiaries, engages in the design, development, marketing, and sale of athletic footwear, apparel, equipment, accessories, and services worldwide. The company provides athletic and casual footwear, apparel, and accessories under the NIKE, Jumpman, Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks. It also sells a line of performance equipment and accessories comprising bags, sport balls, socks, eyewear, timepieces, digital devices, bats, gloves, protective equipment, and other equipment for sports activities under the NIKE brand; and various plastic products to other manufacturers.
In addition, the company markets apparel with licensed college and professional team, and league logos, as well as sells sports apparel; licenses unaffiliated parties to manufacture and sell apparel, digital devices, and applications and other equipment for sports activities under NIKE-owned trademarks; and operates digital platforms, including fitness and activity apps; sport, fitness, and wellness content; and digital services and features in retail stores.
It sells its products to footwear stores; sporting goods stores; athletic specialty stores; department stores; skate, tennis, and golf shops; and other retail accounts through NIKE-owned retail stores, digital platforms, independent distributors, licensees, and sales representatives. The company was founded in 1964 and is headquartered in Beaverton, Oregon.
Pay Attention To How The Stock Reacts To The News
From where I sit, the most important trait I look for during earnings season is how the market and a specific company reacts to the news. Remember, always keep your losses small and never argue with the tape.Disclosure: The stock has been featured on FindLeadingStocks.com.