On Christmas Eve 2025, Nike’s stock price rose more than 4%. It closed at around $60 per share. This happened right after news came out that Apple’s CEO, Tim Cook, bought a lot more Nike shares.
Tim Cook, who has been on Nike’s board since 2005, purchased 50,000 shares on December 22. He paid about $58.97 per share, spending nearly $3 million. This almost doubled his own stake in Nike. Now, he owns over 105,000 shares.
Why Did This Boost the Stock?
Many investors see Cook’s buy as a strong sign of confidence. It came just days after Nike shared disappointing news. The company said sales might drop in the coming months due to tough competition, weaker demand in China, and higher costs from tariffs.
Nike’s shares had fallen over 10% after their latest earnings report. Overall in 2025, the stock is down about 20-25%. But Cook’s move – plus a smaller buy by another board member – made people feel more positive.
What’s Happening at Nike?
Nike is working hard to turn things around under new CEO Elliott Hill. They’re focusing on:
- Selling more through big stores like Foot Locker and Dick’s Sporting Goods again.
- Creating new products to compete with brands like Hoka and On Running.
- Dealing with challenges like tariffs that could cost them billions.
Nike’s CEO says the company is “in the middle of our comeback.” Cook’s investment looks like a vote of support for this plan.
This insider buy gave Nike shares a nice holiday lift. Investors are watching to see if the turnaround works in 2026.
