Image Source: Unsplash
 

Nike Inc. (NKE) shares experienced notable gains on December 31, 2025, following the disclosure that CEO Elliott Hill purchased approximately $1 million worth of company stock. The insider purchase comes at a time when Nike has faced challenging market conditions, with the stock trading well below its 52-week high.

Hill’s investment represents a significant vote of confidence in the athletic apparel giant’s future prospects and his turnaround strategy since returning to lead the company in late 2024.

CEO Increases Stake Following Recent Share Weakness
 

According to SEC filings, Elliott Hill acquired 16,388 shares of Nike stock at an average price of $61.10 per share on December 29, 2025. The transaction, valued at just over $1 million, increased Hill’s direct holdings to 241,587 shares.

Hill returned to Nike in late 2024 after previously retiring in 2020 following a 32-year career with the company, and is widely regarded as a “Swoosh lifer” with deep institutional knowledge and a consumer-first mindset.

The timing of Hill’s purchase is particularly noteworthy given Nike’s recent stock performance. The shares have struggled in recent months, with the stock not trading in triple digits since March 2024. At the current price levels, Nike offers new investors a dividend yield of 2.7%, while trading within a 52-week range of $52.28 to $82.44.

Analysts have framed Hill’s return to Nike as a potential turnaround moment for the company as it works to strengthen its competitive position in the global sportswear market.

Nike Shares Trade Higher Despite Recent Headwinds
 

Nike shares responded positively to the insider buying news, rising 2.6% in premarket trading on Wednesday to $62.80, with further gains of 2.93% to $62.98 by 8:53 AM EST. The stock had closed the previous trading day at $61.19, down 0.03%.

Following the after-hours disclosure on Tuesday, shares initially rose 1.6% as investors digested the news of Hill’s purchase. The market cap stands at $90.45 billion, with a trailing P/E ratio of 35.78.

Year-to-date, Nike has faced significant headwinds, with the stock down 17.24% compared to the S&P 500’s gain of 17.25%. Over the past year, NKE has declined 16.11%, while the broader market index has risen 16.75%.

The company’s recent Q2 FY26 earnings showed revenue of $12.43 billion and earnings of $792 million, with actual EPS of $0.53 beating estimates of $0.37. Analyst price targets for Nike range from a low of $35 to a high of $120, with an average target of $77.24, suggesting potential upside from current levels.

More By This Author: