Tuesday, January 20, 2026

Why Apple's CEO is betting big on Nike

Trade of the Day Wake-Up Watchlist

"When you've got Tim Cook dropping $2.9 million and the world's best pickleball player signing historic deals three weeks later, you pay attention."

Bryan Bottarelli, Head Trade Tactician, Monument Traders Alliance

Bryan Bottarelli

Look, I've been telling War Room members for months to keep Nike on their radar as we head into 2026. World Cup year, massive global catalyst, all that good stuff. But I held off pulling the trigger because I wanted to see their earnings first.

Then something interesting happened.

Tim Cook – you know, the guy who runs Apple and sits on Nike's board – just dropped $2.9 million on Nike stock at $58.97. The CEO, Elliott Hill, bought another million bucks' worth.

Three weeks later? Nike announces they've signed Anna Leigh Waters, the #1 female pickleball player in the world.

First pickleball athlete on Nike's global roster. "Historic" deal, they're calling it.

Think that's a coincidence? Come on.

I spend way too much time on pickleball courts, and let me tell you something: this sport is absolutely exploding. We're talking about a market going from $3.1 billion to nearly $9 billion by 2034. That's a 15% annual growth rate.

But here's what nobody's talking about: pickleball gear is completely underutilized. You walk into any sporting goods store, and the pickleball section is tiny. No dedicated shoes. Limited paddle selection. Maybe one bag option if you're lucky.

Nike just walked into a wide-open market with the sport's biggest star.

The Double Catalyst Setup

Everyone's obsessing over Nike vs Adidas for World Cup 2026.

Sure, that's huge – we're talking about a potential $1.3 billion in revenue for Nike, since they've got home-field advantage in North America.

But while most eyes are on that battle, Nike is quietly positioning themselves to dominate the fastest-growing sport in America.

Anna Leigh Waters isn't just good – she's Tiger Woods-level dominant.

She's estimated to earn $2 million annually just from tournament play. Now Nike's got her locked up long-term, co-designing signature lines, the whole nine yards.

 

What The Numbers Tell Us

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Here's why those insiders were buying:

  • Pickleball participation jumped 45.8% year-over-year to 19.8 million players in the US alone
  • Over 25,000 new courts expected by 2026
  • The sport is expanding globally – Europe and Asia-Pacific are just getting started

Nike's getting in at the perfect time. They're not playing catch-up like they usually do in emerging sports. They're setting the standard.

Your Action Plan

Nike's sitting around $66 right now, up from where those insiders were buying in the $58-62 range. I'm starting with a half position here because I want exposure, but I also want to add more if we get a pullback to where Tim Cook and the CEO were loading up.

Two massive catalysts for the price of one: World Cup 2026 plus multi-year pickleball explosion.

The trees don't grow to the sky, but when you've got Tim Cook dropping $2.9 million and the world's best pickleball player signing historic deals three weeks later, you pay attention.

If you want to know the full play,check out what we're doing in the War Room.

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