Nike stock plunges as gloomy sales forecast fans growth concerns
Updates shares in paragraph 1 and 6, adds analyst comments in paragraphs 4, 7, 13
By Ananya Mariam Rajesh and Juveria Tabassum
June 28 (Reuters) -Nike's NKE.N stock slumped 20% on Friday as a forecast for a surprise drop in annual sales amplified investor concerns about the pace of the sportswear giant's efforts to stem market share losses to upstart brands such as On and Hoka.
It was the worst day ever for the stock, and the losses wiped out $28.41 billion from the company's market valuation.
The company on Thursday projected a mid-single-digit percentage fall in fiscal 2025 revenue, compared with analysts' estimates of a near 1% rise.
"Nike is at a point where they want to put out the most conservative guidance they can, such that they're setting the bar low for themselves and hopefully it's a bar they can beat," said Art Hogan, chief market strategist at B Riley Wealth.
Its forecast dragged shares of rivals and sportswear retailers across Europe, UK and the United States on Friday.
British sportswear retailer JD Sports JD.L lost 5.4% at Friday's close, while Germany's Puma PUMG.DE fell 1%. Adidas' ADSGn.DE shares were up marginally.
"Nike's been under pressure for a couple of years now. I certainly think they have an opportunity now that the valuation's been reset extremely low to start getting some sponsorship, but it's just not going to happen today or this week," Hogan added.
The company's U.S. market share in the sports footwear category fell to 34.97% in 2023 from 35.37% in 2022, and 35.40% in 2021, according to GlobalData.
Meanwhile, other sporting goods brands such as Hoka, Asics, New Balance and On accounted for 35% of the global market share in 2023 compared to the 20% held over the 2013-2020 period, according to an RBC research report released in June.
To curb a worsening sales decline, Nike has cut back on oversupplied brands including Air Force 1, as part of a $2 billion cost-cutting plan launched late last year.
The sportswear giant is also tweaking its product lineup to roll out new $100-and-under sneakers in countries around the world to appeal to price-conscious consumers.
It will also roll out this year an Air Max version and Pegasus 41 with full-length foam midsole made from ReactX to boost sustainability.
"This is still Nike and we expect their size and scale to prove a long term competitive advantage but the burden of proof (is) on management execution at this point," said BMO Capital Markets analyst Simeon Siegel.
MANAGEMENT SHAKEOUT?
The underperformance over the past year has led to some Wall Street analysts raising the possibility of a management shake-up ahead of the company's investor day this fall.
"In retail, if you have two bad quarters, you're usually out the door," said Jessica Ramirez, senior analyst at Jane Hali & Associates.
"I think it (a leadership change) is very much needed."
CEO John Donahoe is in his fourth year of a five-year commitment as Nike's top boss. The former eBay CEO, who succeeded Mark Parker, was hired to focus on strengthening the company's digital channel sales.
"I have seen Nike's plans for the future and wholeheartedly believe in them. I am optimistic in Nike's future and John Donahoe has my unwavering confidence and full support," Phil Knight, co-founder and chairman emeritus, said in a statement.
At least six brokerages downgraded the stock and 15 cut their price targets.
Nike's performance so far in 2024 https://reut.rs/4chIv7l
Global sportswear market share of challenger brands vs legacy brands https://reut.rs/3xGba6X
Reporting by Ananya Mariam Rajesh, Juveria Tabassum, Reshma Rockie George in Bengaluru and Linda Pasquini and Samuel Indyk in London, editing by Alun John, Sriraj Kalluvila and Shinjini Ganguli
면책조항: XM Group 회사는 체결 전용 서비스와 온라인 거래 플랫폼에 대한 접근을 제공하여, 개인이 웹사이트에서 또는 웹사이트를 통해 이용 가능한 콘텐츠를 보거나 사용할 수 있도록 허용합니다. 이에 대해 변경하거나 확장할 의도는 없습니다. 이러한 접근 및 사용에는 다음 사항이 항상 적용됩니다: (i) 이용 약관, (ii) 위험 경고, (iii) 완전 면책조항. 따라서, 이러한 콘텐츠는 일반적인 정보에 불과합니다. 특히, 온라인 거래 플랫폼의 콘텐츠는 금융 시장에서의 거래에 대한 권유나 제안이 아닙니다. 금융 시장에서의 거래는 자본에 상당한 위험을 수반합니다.
온라인 거래 플랫폼에 공개된 모든 자료는 교육/정보 목적으로만 제공되며, 금융, 투자세 또는 거래 조언 및 권고, 거래 가격 기록, 금융 상품 또는 원치 않는 금융 프로모션의 거래 제안 또는 권유를 포함하지 않으며, 포함해서도 안됩니다.
이 웹사이트에 포함된 모든 의견, 뉴스, 리서치, 분석, 가격, 기타 정보 또는 제3자 사이트에 대한 링크와 같이 XM이 준비하는 콘텐츠 뿐만 아니라, 제3자 콘텐츠는 일반 시장 논평으로서 "현재" 기준으로 제공되며, 투자 조언으로 여겨지지 않습니다. 모든 콘텐츠가 투자 리서치로 해석되는 경우, 투자 리서치의 독립성을 촉진하기 위해 고안된 법적 요건에 따라 콘텐츠가 의도되지 않았으며, 준비되지 않았다는 점을 인지하고 동의해야 합니다. 따라서, 관련 법률 및 규정에 따른 마케팅 커뮤니케이션이라고 간주됩니다. 여기에서 접근할 수 있는 앞서 언급한 정보에 대한 비독립 투자 리서치 및 위험 경고 알림을 읽고, 이해하시기 바랍니다.
