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Today’s Exclusive Content

Nike Beats on Earnings But Struggles in China and Faces Tariffs

By Leo Miller. Originally Published: 12/19/2025. 

Nike logo positioned in front a running shoe, highlighting the recent strength of its running product line.

Key Takeaways

  • Nike beat revenue and EPS estimates in its latest earnings report but still showed underlying operational weaknesses.
  • The company’s DTC strategy faces challenges, especially in China, while wholesale and running product lines are performing well.
  • Nike’s long-term recovery hinges on its Sport Offense strategy and managing tariff impacts, but investor confidence remains shaky.

The last three years have not been kind to U.S. apparel giant Nike (NYSE: NKE). As of the Dec. 18 close, shares had dropped approximately 34%, with sales, margins and profits all down significantly over the same period.

A series of strategic missteps contributed to this, including weaker product innovation compared with emerging competitors like ON (NYSE: ONON). Nike’s push toward direct-to-consumer (DTC) sales also had unintended consequences: as the company focused on its own channels, competitors gained visibility through retailers such as Foot Locker, which filled shelves with alternative products.

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Excess inventory and tariff pressures have also squeezed margins.

Still, analyst price targets continue to point to upside potential for Nike shares. Below, we look at the company’s Dec. 18 earnings release to assess its path to recovery.

Nike Beats on Top and Bottom Lines

In its latest quarter, Nike reported revenue of $12.4 billion, a 1% increase (flat on a currency-neutral basis). That topped Wall Street expectations of just under $12.2 billion.

Nike’s diluted earnings per share (EPS) were $0.53, down 32% from the prior year but well above consensus of $0.38, which implied a decline of nearly 53%.

For the next quarter, the company expects revenue to decrease by low-single digits and anticipates gross margin to decline roughly 200 basis points at the midpoint, driven largely by tariff headwinds.

Mixed Operational Metrics Highlight Strengths and Weaknesses

Gross margin fell 300 basis points to 40.6%, largely because of tariff-related pressures. Nike expects tariffs to continue weighing on results but is taking steps to reduce the drag to about 120 basis points in FY2026.

North American sales were a bright spot, rising 9%, while every other region posted negative currency-adjusted growth. Greater China was especially weak, with sales down 16%.

Wholesale revenue improved, rising 8% as Nike’s partner ecosystem stabilized. By contrast, Nike Direct Digital — the DTC e-commerce channel — saw sales fall 14%, including a 36% decline in China.

CEO Elliott Hill has pointed out that Chinese consumers tend to take an e-commerce-first approach to purchasing.

That makes Nike’s poor performance in China particularly concerning. The company plans to “reset its approach to the China marketplace” as part of its broader recovery strategy.

A notable positive: Nike’s running product line posted 20% sales growth for the second consecutive quarter, with double-digit increases in both wholesale and DTC. This is an early sign the company’s Sport Offense strategy may be working.

Under Sport Offense, Nike is reorganizing into teams focused on specific sports to produce products that consistently resonate with particular consumer groups. As a multi-sport brand, this approach could help Nike regain relevance — though implementation is still in the early stages.

Nike Shares Drop After Earnings as Recovery Remains Slow

Despite topping estimates on both the top and bottom lines, markets reacted negatively. In after-hours trading on Dec. 18, Nike shares fell nearly 10% after management guided to negative growth next quarter and highlighted ongoing operational challenges.

Trading near $59 after hours, Nike needs a substantial rebound in long-term free cash flow to justify a higher valuation. Management remains committed to long-term investment, but progress appears slower than markets had hoped.

Nike is still one of the most recognizable sports apparel brands in the world, a brand advantage that provides a solid foundation for recovery. If the company can reverse weakness in China, mitigate tariff headwinds and rebuild its DTC business, it could stage a meaningful rebound.

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Read More: Could things escalate with China? (From Monument Traders Alliance)

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Published by RJ Hamster

I was born on 6 August 1956 in San Francisco, California to Janet and (the late) Richard Hovis. I grew up in Santa Monica, California where I attended elementary, junior high school, and high school (graduating in 1974), in addition to involvement in sports and recreation (Little League +, the Boy’s Club ++). Further, it was in elementary school – St. Augustine’s By-the -Sea Parish School that I found, and made the choice to truly journey with God. I attended Arizona State University from 1974 to 1977 – seeking to become an architect, however, I was not accepted, and, as such, I graduated with a Liberal Arts degree. Upon graduation from Arizona State University, I attended Cal Poly San Luis Obispo and studied City and Regional Planning at the Master’s level. I successfully completed one (1) year in a two (2) year program – I did not complete the Master’s degree in City and Regional Planning – due to personal reasons. I returned to Santa Monica where I started (October 1979) my career as graphic designer with Exxon Company, USA. I spent five years with Exxon Company, USA. While working with Exxon Company, USA I was accepted into architectural school – Sci-Arc in Southern California, however, I did not attend preferring to stay with Exxon.. In 1982 I married Laura Flosi and in April 1983 we had our one and only child – Lauren Alain Hovis – a gift from God. We moved to Phoenix, Arizona in 1984 from Los Angeles, where I went to work as a graphic designer with Kitchell CEM (from 1985 -1987). From 1987 – 1995 I was an independent contractor, and a registered representative in mortgage finance, financial management, graphic design, and drafting. Further, I attended the University of Phoenix and successfully obtained a Master’s in Business Administration (MBA) in 1982. I was also a member of the Scottsdale Jaycees, where I became very involved in community events and projects. In 1994, I accepted a cartography position with the Defense Mapping Agency in Reston, Virginia. As such, I relocated from Phoenix to Reston. In 1998, I was accepted and worked as a Visual Information Officer with the Central Intelligence Agency. In 2002, I worked as a Support Officer until my retirement (due to a need for shoulder surgery) in September 2018. Away from my Federal Government service, I have been involved in various organizations and activities in Northern Virginia. In November of 2011, I married Rebecca Ouellette in Santa Monica, California. I reside in San Tan Valley, AZ with my two hamster - Jess and Timothy, our fish, our lizard - RJ Lizard., and our cats - Pearl and Grey. As to hobbies, I enjoy playing sports, attending sporting events, mentoring individuals from financial management to hamsters, building models, photography, travel, multimedia design, managing partner for RJ Hamster, and jazz – smooth jazz to a samba or a bossa nova. Love and God Bless, Peter – aka RJ Hamster Jo hi

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