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Today's Bonus Story Nike's Red-Hot Analyst Buzz: Is a Comeback Brewing?Written by Sam Quirke. Published 9/17/2025. 
Key Points - Nike shares are down 60% over the past four years, but more importantly, are up 40% since April.
- A string of bullish analyst upgrades throughout the summer and the fall is hard to ignore.
- With earnings due at the end of the month, and recent price targets calling for 60% upside, this could be the perfect comeback candidate.
Retail giant Nike Inc. (NYSE: NKE) has become one of the industry's cautionary tales. After soaring during the pandemic, its shares have since fallen in a near-continuous slide, wiping out more than 60% of their value even as major indices hit record highs. Currently, Nike trades just above $70, down nearly 10% since the end of August. But a closer look reveals reasons for optimism. Nike shares are up about 40% since the April low, and as long as that level holds, the stage could be set for a significant recovery rally. Add in a wave of analyst upgrades over the past few months, and the contrarian case for Nike starts to look compelling. A Bruising Few Years Imagine a bull market so powerful, every single investor became a millionaire. Not by finding the next NVIDIA or Bitcoin, but by owning a simple index fund.
It sounds impossible. Yet it happened – just a short time ago. Now a legendary figure says: "Brace yourselves. It's about to happen here, in America. But fair warning – it could be the worst thing that ever happens to you."
This story has received little coverage in the press. But if history repeats, it could bump tens of millions of Americans into a 7-figure net worth practically overnight. Click here for the full story. There's no denying the company has disappointed investors. Once trading like a red-hot tech stock, Nike has struggled with supply-chain disruptions, margin pressures, and waning consumer enthusiasm. Like Lululemon Athletica Inc. (NASDAQ: LULU), Nike has fallen back to its 2018 levels—a painful reminder of how far investor sentiment has soured. From a technical perspective, however, the worst may be priced in. The stock bounced sharply off its April low, delivered a solid earnings report in July, and has since consolidated those gains. Analysts Turn Optimistic Analysts have also begun to line up on the bullish side. In July, JPMorgan flagged Nike's upside potential and upgraded the stock from Neutral to Overweight. Jefferies followed suit in August, reiterating its Buy rating and adding Nike to its top ideas list. Most recently, in early September, TD Cowen upgraded the stock to Buy, citing CEO Elliott Hill's achievements in his first year and noting signs of renewed market share gains. These bullish updates come with refreshed price targets as high as $115—over 60% above Tuesday's closing price of just over $70. For bargain-seeking investors, that upside potential is hard to ignore. Improving Fundamentals Beneath the Surface Much hinges on the company's upcoming earnings report, due at the end of the month. Investors will be watching for clear signs that Nike's fundamentals have not only stabilized but are beginning to grow again. There are certainly reasons to be bullish. As JPMorgan noted last month, Nike has been regaining pole position in footwear wall space—a critical retail metric signaling brand strength. Margins, while still under pressure, appear to be finding a floor, and management is aggressively cleaning up inventory and resetting growth initiatives. At the same time, Nike's brand remains one of the most valuable in global retail. That intangible value, combined with its scale of distribution and international footprint, gives the company more levers to pull than most consumer names. For long-term investors, that brand power forms a solid backbone of any bullish thesis. What Investors Should Know Of course, if the company disappoints in its upcoming report, the stock could tumble. Nike's price-to-earnings (P/E) ratio remains relatively elevated compared to peers—a risky proposition. With Lululemon's P/E at just 11, there's ample room for Nike shares to fall if results miss expectations. Nevertheless, trading near 2018 levels, supported by bullish analyst calls and signs of fundamental stabilization, underscores the contrarian opportunity. The April low is the critical level to watch: as long as shares hold above it, the case for a sustained recovery rally remains intact.
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