How to Buy Nike Stock
Nike Inc
Nike is a shoe company located in Oregon, United States, which is part of the Consumer Cyclical sector, and is traded under the ticker NKE on the NYSE exchange.
Nike stock last closed at $72.25, down 0.52% from the previous day, and has increased 1.32% in one year. It has overperformed other stocks in the Footwear & Accessories industry by 0.33 percentage points. Nike stock is currently +38.2% from its 52-week low of $52.28, and -20.27% from its 52-week high of $90.62.
At the moment, there are 1.48B NKE shares outstanding. The market capitalization of NKE is $106.64B. In the past 24 hours, 9.71M NKE shares were traded.
How to Buy Nike Stock
Wondering how to invest in Nike stock? Here's how.
- Choose where to buy Nike stock: You need to choose a stock brokerage, but don't worry - we've analyzed dozens of stock brokerages and apps to help you choose where to buy Nike stock.
- Sign up for a brokerage account: Sign up for 0% commission trading with the highest-rated brokerage we've selected.
- Deposit funds into your brokerage account: Choose your payment method and add your information.
- Research Nike stock: The Nike ticker symbol is NKE. Is Nike stock a good investment? Should you buy shares of NKE? How do NKE's underlying business fundamentals look? Do top analysts think Nike is a good buy? Why has NKE's stock price moved recently? (Hint: Our stock research website can help you evaluate if NKE is a good stock to buy).
- Execute your NKE purchase: Decide if you will purchase NKE shares at the current market price or use a limit order to buy NKE stock at a given price.
- Get the latest news on your NKE position: Create a watchlist to important notifications about your investment in Nike shares.
Step 1: Choose where to buy Nike stock
You need a brokerage account in order to access the NYSE market and buy NKE shares.
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Open eToro AccountStep 2: Sign up for a brokerage account
Now that you've chosen the right brokerage, you need to fill out some personal details so you are able to invest in NKE today.
How to Open a New Account on eToro
- Click here to get started.eToro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk.
- Provide your personal data to start your new brokerage account.
- Send your details by clicking the "Create Account" button. Get started with eToro today
Step 3: Deposit funds into your brokerage account
Now that you've created your account on stock market apps, your next step is to transfer the money for your investment:
Check out the tutorial below to see the process of transferring money into your investment account.
Step 4: Research Nike stock
After you have decided on the best place to buy Nike stock, it's important to research their stock before you buy, so you truly understand the risk as well as the upside.
Nike Numbers
NKE Overview
WallStreetZen was created to help part-time investors perform more accurate fundamental analysis in less time.
You can see all of the due diligence checks on NKE's stock page.
Is NKE stock overvalued?
Investors use many financial metrics, analyses, models, and charts to gauge NKE's intrinsic value.
Using relative valuations methods:
- NKE may be undervalued based on its P/E ratio of 23.92x, relative to Footwear & Accessories industry P/E ratio of 26.83x
- NKE could be overvalued based on its P/B ratio of 7.61x, relative to Footwear & Accessories industry P/B ratio of 5.56x
- NKE may be overvalued based on its PEG ratio of 18.36x
You can do more valuation analysis on NKE's stock here.
NKE Financials at a glance
Positive Financial Indicators:
- NKE earnings of $5.16B is not sufficient to cover its interest payments.
- NKE's operating cash flow of $5.85B allows it to safely service it's debt of $11.91B.
- There are more short-term assets than short-term liabilities on the NKE balance sheet.
- There are more short-term assets than long-term liabilities on the NKE balance sheet.
- Total NKE debt is lower than 5 years ago, relative to shareholder equity.
Negative Financial Indicators:
- NKE has a relatively high debt to equity ratio of 1.7.
- NKE profit margin has gone down from 10.1% to 9.4% in the past year.
Do Wall Street analysts think it's a good time to buy Nike stock
Out of 22 Wall Street analysts who give ratings on NKE, the consensus analyst rating on Nike is a Buy
Please keep in mind that analyst forecasts are not recommendations, nor are they financial advice.
Latest NKE Analyst Forecasts
Alex Straton, a bottom 11% analyst from Morgan Stanley maintains NKE with a hold rating and raises their NKE price target from $61.00 to $64.00, on Jun 27, 2025.
Paul Lejuez, a top 4% analyst from Citigroup maintains NKE with a hold rating and raises their NKE price target from $57.00 to $68.00, on Jun 27, 2025.
Adrienne Yih, a top 6% analyst from Barclays maintains NKE with a hold rating and raises their NKE price target from $53.00 to $64.00, on Jun 27, 2025.
Lorraine Hutchinson, a top 38% analyst from Bank of America maintains NKE with a strong buy rating and raises their NKE price target from $80.00 to $84.00, on Jun 27, 2025.
Bank of America's Lorraine Hutchinson raised their price target on Nike (NYSE: NKE) by 5% from $80 to $84 on 2025/06/27. The analyst maintained their Strong Buy rating on the stock.
Nike reported its Q4 and FY 2025 earnings.
Hutchinson summarized the quarter's results as "in line with expectations."
Management Q1 2026 revenue down mid-single digits, which would be a "sharp improvement" from Q4 's 11% decline in constant currency.
Arguing that "the worst is behind" Nike, Hutchinson crystal-balled sequential sales improvement for Q1 and is modeling a return to growth in 2H 2026, but cut their FY 2026 EPS estimate by $0.20 to $1.60 because of a lower gross margin estimated that accounts for tariffs.
The analyst added that they raised their multiple to reflect greater confidence in Nike's innovation pipeline and the consequent sales inflection.
Earnings Report
Nike reported:
For Q4 2025:
- EPS of $0.14, which beat the Zacks Consensus Estimate of $0.12, but missed Q4 2024's $0.99.
- Revenue of $11.1B, which beat the Zacks Consensus Estimate of $10.69B, but was down 12% Y/Y.
For FY 2025:
- EPS of 2.16, down from FY 2024's $3.73.
- Revenue of $46.3B, down 10% Y/Y.
For Q1 2026, management guided:
- Revenue to decline Y/Y in the mid-single-digits.
President & CEO Elliott Hill commented: "While our financial results are in line with our expectations, they are not where we want them to be.
"Moving forward, we expect our business to improve as a result of the progress we're making through our Win Now actions.
"As we enter a new fiscal year, we are turning the page and the next step is aligning our teams to lead with sport through what we are calling the sport offense.
"This will accelerate our Win Now actions to reposition our business for future growth."
Jonathan Komp, a top 9% analyst from Baird maintains NKE with a buy rating and raises their NKE price target from $80.00 to $88.00, on Jun 27, 2025.
You can dig deeper into what analysts are projecting on the Nike stock forecast page.
NKE Technicals
How is NKE performing as a company?
Last year, NKE earnings were $4.51B. In the last five year, NKE's earnings have increased by 1.89% per year. This was slower than the Footwear & Accessories industry average of 14.17%.
Last year, NKE revenue was $47.82B. Over the last 5 year, NKE's revenue has grown by 2.99% per year. This was slower than the Footwear & Accessories industry average of 19.82%.
Find out more about NKE's earnings and revenue performance here.
Latest Insiders Trades at NKE
In the past 12 months, insiders at NKE have sold more shares than they have bought.
Craig A. Williams, EVP CHIEF COMMERCIAL OFFICER of NKE, was the latest NKE insider to sell. They sold $344,922.84 worth of NKE stock on Jul 10, 2025.
Dig into more about who owns NKE shares here.
Does NKE provide a stable income stream?
Nike pays a dividend of 2.17%, compared to the Footwear & Accessories industry's average dividend yield of 4.17%. If you owned $1,000 of NKE stock, you would have received $21.73 in the past year.
Nike dividend payments have consistently grown over the past decade and have remained stable.
Get more analysis about Nike dividend yield and history here.
Get analysis from other traders
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Step 5: Execute your NKE purchase
There are two primary options:
- Market order: A market order is an order to buy or sell a stock at the best available price.
Market orders are usually the best for newer investors. - Limit order: A limit order is an order to buy or sell a security at a specific price (or better).
If you want to be certain you're buying or selling at a specific price, use a limit order.
Hit the Open button and your broker will place your order.
If you want more info about investing in stocks on eToro, watch the helpful video below:
Step 6: Get the latest news on your NKE position
Now that you own some NKE stock, you'll want to keep up with your new investment.
Add NKE to a watchlist to keep track of your NKE stock.
NKE Feed
How to Buy Stock in Nike
To reiterate, here are the 6 steps to buy stock in Nike:
- Choose where to buy Nike stock
- Sign up for a brokerage account
- Deposit funds into your brokerage account
- Research Nike stock
- Execute your NKE purchase
- Get the latest news on your NKE position
If you need a online brokerage, eToro is our favorite option.
Get Started with eToro TodayIf you would like to watch your new investment in Nike, click the button below.
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