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 $58.71, down 10.54% from the previous day, and has decreased 23.85% in one year. It has overperformed other stocks in the Footwear & Accessories industry by 0.43 percentage points. Nike stock is currently +12.3% from its 52-week low of $52.28, and -28.78% from its 52-week high of $82.44.
At the moment, there are 1.48B NKE shares outstanding. The market capitalization of NKE is $86.79B. In the past 24 hours, 108.44M 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 29.95x, relative to Footwear & Accessories industry P/E ratio of 30.94x
- NKE could be overvalued based on its P/B ratio of 6.44x, relative to Footwear & Accessories industry P/B ratio of 5.23x
- NKE may be overvalued based on its PEG ratio of 1.75x
You can do more valuation analysis on NKE's stock here.
NKE Financials at a glance
Positive Financial Indicators:
- NKE earnings of $3.42B is not sufficient to cover its interest payments.
- NKE's operating cash flow of $3.53B allows it to safely service it's debt of $11.06B.
- 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 1.77.
- NKE profit margin has gone down from 10.6% to 6.2% in the past year.
Do Wall Street analysts think it's a good time to buy Nike stock
Out of 23 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
Peter McGoldrick, a bottom 49% analyst from Stifel Nicolaus maintains NKE with a hold rating and lowers their NKE price target from $68.00 to $65.00, on Dec 19, 2025.
Simeon Siegel, a top 9% analyst from Guggenheim reiterates NKE with a strong buy rating and maintains their NKE price target from $77.00 to $77.00, on Dec 19, 2025.
Ike Boruchow, a top 5% analyst from Wells Fargo maintains NKE with a strong buy rating and lowers their NKE price target from $75.00 to $65.00, on Dec 19, 2025.
Aneesha Sherman, a top 40% analyst from Bernstein maintains NKE with a buy rating and lowers their NKE price target from $90.00 to $85.00, on Dec 19, 2025.
Lorraine Hutchinson, a bottom 6% analyst from Bank of America maintains NKE with a strong buy rating and lowers their NKE price target from $84.00 to $73.00, on Dec 19, 2025.
Bank of America's Lorraine Hutchinson lowered their price target on Nike (NYSE: NKE) by 13.1% from $84 to $73 on 2025/12/19. The analyst maintained their Strong Buy rating on the stock.
Nike reported its Q2 2026 earnings.
Cutting their price target, Hutchinson said the progress on display in the quarter in North America and running were "encouraging," but offset by a weaker China business and gross margin guidance "didn't include the improvement we expected."
"Disappointed" with the pace of the China turnaround and therefore lowering their FY 2026 and FY 2027 EPS estimates to $1.39 and $2.40, respectively, the analyst added that they reiterated their Buy rating because of "the visibility of a sufficient number of signs of progress in other geographies."
Earnings Report
For Q2 2026, Nike reported:
- EPS of $0.53, which beat the Zacks Consensus Estimate of $0.37 but missed Q2 2025 by 32%.
- Revenue of $12.43B, which beat the Zacks Consensus Estimate of $12.14B and was up 1% Y/Y.
For Q3 2026, management guided:
- Low single-digit Y/Y revenue decline.
President & CEO Elliott Hill commented: "Nike is in the middle innings of our comeback.
"We are making progress in the areas we prioritized first and remain confident in the actions we're taking to drive the long-term growth and profitability of our brands.
"Fiscal 26 continues to be a year of taking action through Win Now, including realigning our teams, strengthening partner relationships, rebalancing our portfolio, and winning on the ground.
"We're finding our rhythm in our new sport offense, and setting ourselves up for the next phase of athlete-centered innovation in an elevated and integrated marketplace."
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 $2.90B. In the last five year, NKE's earnings have increased by 2.65% per year. This was slower than the Footwear & Accessories industry average of 22.7%.
Last year, NKE revenue was $46.44B. Over the last 5 year, NKE's revenue has grown by 4.46% per year. This was slower than the Footwear & Accessories industry average of 17.64%.
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.
Mark G. Parker, EXECUTIVE CHAIRMAN of NKE, was the latest NKE insider to sell. They sold $5,577,854.40 worth of NKE stock on Nov 14, 2025.
Dig into more about who owns NKE shares here.
Does NKE provide a stable income stream?
Nike pays a dividend of 2.04%, compared to the Footwear & Accessories industry's average dividend yield of 3.29%. If you owned $1,000 of NKE stock, you would have received $20.44 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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