markets

Hyunsoo Rim12/19/25

Nike plunges on weak guidance as China sales slide and tariffs bite

Nike fell around 10% in premarket trading Friday after the sportswear brand issued lower-than-expected Q3 guidance, despite beating Wall Street estimates on both earnings and revenue for the latest quarter (Q2).

Sales rose 1% year on year to $12.4 billion for the quarter ended November 30, beating the $12.2 billion estimate compiled by LSEG, while adjusted earnings per share of $0.53 also topped the $0.38 estimate — aided by a 9% sales increase in North America, which helped offset a 17% decline in China.

However, for the quarter started December 1, Nike expects revenues to be “down low single digits” with only “modest growth” in North America, while weakness in China and the company’s Converse brand is expected to persist, CFO Matthew Friend said on the earnings call. The company’s gross margin is also expected to fall by around 175 to 225 basis points, due to higher costs tied to new tariffs, he added.

After a yearslong pivot toward a more direct relationship with customers, Nike’s D2C strategy is stumbling, with a 14% drop in sales for “NIKE Brand Digital.” Its Converse brand was another sore spot, posting a 30% sales drop in Q2, following a 27% decline in Q1.

China also remains a key pressure point, with sales in the region dropping 17% year on year, as CEO Elliott Hill — now a little over a year into his turnaround plan — said its recovery is “not happening at the level or the pace we need to drive wider change.” Still, he added that the company is now “in the middle innings” of its comeback.

With this morning’s slump, Nike shares are down roughly 23% year to date.

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Nike sinks to lowest level since 2014 after warning of “challenged” sales environment in Q4 report

Did Nike do it?

Investors had a mixed reaction after the global sports apparel company reported its fourth quarter earnings on Tuesday after the bell. Shares initially rose 5% as Nike beat out Wall Street expectations amid a hefty tariff refund bonus. However, the stock then sank to its lowest level since August 2014 in postmarket trading.

Here are the Q4 numbers:

Revenue of $11.0 billion (estimate: $10.8 billion).
Adjusted earnings per share of $0.20 (estimate: $0.12).

Ahead of this report, Nike warned that results would be flattered by a one-time tariff refund (now estimated at roughly $0.52 per share for the bottom line). That gave the company an extra cushion in snapping its streak of seven quarters of year-over-year profit declines.

Over the past year, the company had been punished by tariffs on imported goods, stagnant consumer spending, and increasing competition from other footwear brands like New Balance, Adidas, and Hoka.

Outgoing CFO Matthew Friend deemed it an “increasingly challenging operating environment, where sell-through remains challenged.”

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