Tim Cook Doubles Nike Holdings Amid Recovery Signals

Shares of Nike Inc. (NKE) rose by 2% in premarket trading on Wednesday, December 24, 2025, following news that Apple CEO Tim Cook significantly increased his personal investment in the sportswear giant.

According to a regulatory filing released late Tuesday, Cook purchased 50,000 shares of Nike at an average price of $58.97 per share. The total transaction is valued at approximately $2.95 million. Notably, while Cook has served on Nike’s board for two decades, this marks his first-ever purchase of the company’s stock on the open market.

A Strong Vote of Confidence

Tim Cook is deeply integrated into Nike’s leadership, having served on the Board of Directors since 2005. He currently holds the role of Lead Independent Director and Chair of the Compensation Committee.

With this latest acquisition, Cook has effectively doubled his position. He now owns a total of 105,480 shares. Analysts typically interpret such large-scale insider buying as a “vote of confidence,” suggesting that leadership believes the current market price undervalues the company’s long-term potential.

Navigating a Challenging Quarter

The timing of Cook’s purchase is significant. It comes just days after Nike’s stock plummeted nearly 13% following its quarterly earnings report on December 18, 2025.

Primary factors impacting Nike’s recent performance include:

• China Sales Slump: Greater China revenue fell by 17% as consumer demand in the region continues to stagnate.
• Margin Pressure: The company reported a 300 basis point decline in gross profit margins, largely due to inventory challenges and North American tariffs.
• Annual Decline: Despite the recent uptick, Nike shares are down approximately 25% for the year, with a 52-week trading range of $52.28 to $82.44.

Broader Insider Activity

Cook was not the only leader to “buy the dip.” Independent director Robert Swan, former CEO of Intel and current Chair of Nike’s Audit and Finance Committee, also purchased 8,691 shares valued at approximately $500,000 on the same day.

These joint insider moves are helping to stabilize investor sentiment. Many market observers now view Nike as being in the “middle innings” of a critical turnaround under new CEO Elliott Hill, whose “Win Now” strategy focuses on revitalizing product innovation and strengthening wholesale partnerships.