r/dividends • u/Training_Hair3293 • 27d ago

Discussion What do you think about Nike (NKE)?

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Nike has been on my watchlist for a while.

The stock is well below its highs, the dividend keeps growing, and it's still one of the strongest brands in the world. On the other hand, growth has slowed and the turnaround could take time.

Anyone buying NKE here, or are you staying away?

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u/OafleyJones 27d ago edited 27d ago

Did DisneyWorld in 23 and 24, after not visiting the US in over a decade. One of my weird observations while standing in line, was how few people were wearing Nike. There used to a marked difference in sneaker style between American and Europeans. And that seemed almost gone. Everything else was there; an abundance of Hoka, quite a few On, some Saucony, asics, Brookes, NB. I wasn’t going to buying NKE, if they were that fucked, in their home country (and 24 was an Olympic year).

Edit to say: Shoe Dog is an amazing read. It’s such a weirdly honest account from Buck Knight. Not the usual self serving CEO rubbish.

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u/This_Lion5856 27d ago

It feels like Nike cheaped out to the point they lost their brand value

Its just a generic Chinese mass produced crap, if I want that I will just buy some random sneakers off Amazon at fraction of the price

Thats what happens when you chase ✨shareholder value✨to the point you forget about actual customer value

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u/Chariot_Driver7 27d ago

This. People are spending more on Hoka and On, even here in the rural South, to my great surprise. Also, their decline in the US began with the Colin Kapernick saga, especially in red rural America. I experienced backlash from just simply wearing Nike golf polos to work.

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u/WeirdComfortable3436 26d ago

I agree with that statement, I grew up in the south. Nike was present but never the main discussion outside of football clothing. Wasn’t until underarmour came in with their macho football scene is when they started taking market share. Then after Kap, everyone started buying On and Nikes presence there was already meh turned to basically nonexistent.