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 $38.67, up 0.65% from the previous day, and has decreased 40.42% in one year. It has underperformed other stocks in the Footwear & Accessories industry by 0.46 percentage points. Nike stock is currently +20.96% from its 52-week low of $31.97, and -44.07% from its 52-week high of $69.14.
At the moment, there are 1.49B NKE shares outstanding. The market capitalization of NKE is $57.44B. In the past 24 hours, 26.99M 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 overvalued based on its P/E ratio of 18.5x, relative to Footwear & Accessories industry P/E ratio of 17.45x
- NKE could be overvalued based on its P/B ratio of 3.77x, relative to Footwear & Accessories industry P/B ratio of 3.69x
You can do more valuation research on NKE's stock here.
NKE Financials at a glance
Positive Financial Indicators:
- NKE profit margin has gone up from 6.2% to 6.7% in the past year.
- There are more short-term assets than short-term liabilities on the NKE balance sheet.
- NKE earnings of $3.85B is not sufficient to cover its interest payments.
- 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.
- NKE's operating cash flow of $2.78B allows it to safely service it's debt of $11.07B.
Negative Financial Indicators:
- NKE has a relatively high debt to equity ratio of 1.48.
Is it a good time to buy NKE stock, according to analysts?
Out of 27 sell side analysts who monitor NKE, the consensus analyst rating on Nike is a Hold
It's important to note that analyst ratings are not stock recommendations, nor are they financial advice.
Most Recent NKE Analyst Ratings
Jay Sole, a top 9% analyst from UBS maintains NKE with a hold rating and lowers their NKE price target from $42.00 to $34.00, on Oct 2, 2026.
Cristina Fernandez, a top 25% analyst from Telsey Advisory Group maintains NKE with a hold rating and lowers their NKE price target from $44.00 to $35.00, on Oct 2, 2026.
Paul Lejuez, a top 6% analyst from Citigroup maintains NKE with a hold rating and lowers their NKE price target from $39.00 to $32.00, on Oct 2, 2026.
Alex Straton, a bottom 7% analyst from Morgan Stanley maintains NKE with a strong sell rating and lowers their NKE price target from $31.00 to $27.00, on Oct 2, 2026.
Morgan Stanley's Alex Straton lowered their price target on Nike (NYSE: NKE) by 12.9% from $31 to $27 on 2026/10/02. The analyst maintained their Strong Sell rating on the stock.
Nike reported its Q1 2027 earnings.
Cutting their price target, Straton said the results did not change their mind regarding their Strong Sell rating, "with negative EPS revision and valuation de-rating risk remaining in play."
The company's Investor Day will be the stock's "next key catalyst," the analyst predicted.
Earnings Report
For Q1 2027, Nike reported:
- EPS of $0.48, which beat the Zacks Consensus Estimate of $0.43 but missed Q1 2026's $0.49.
- Revenue of $11.2 B, which missed the Zacks Consensus Estimate of $11.4B and was down 4.3% Y/Y.
For FY 2027, management guided:
- EPS of $1.15 to $1.35.
- High-single-digit Y/Y revenue decline.
President & CEO Elliott Hill commented: "The Sport Offense is driving measurable progress across our performance business, and we introduced Pace to help us accelerate and scale that momentum across NIKE.
"We have more work to do in NIKE Sportswear, Jordan Brand and Greater China, and we're taking deliberate actions to strengthen those businesses the right way for the long-term."
Laurent Vasilescu, a bottom 14% analyst from BNP Paribas reiterates NKE with a sell rating and lowers their NKE price target from $23.00 to $19.00, on Oct 2, 2026.
You can dig deeper into what analysts are projecting on the Nike stock forecast page.
NKE Technical Indicators
Is NKE Making Money?
Last year, NKE earnings were $3.09B. In the past five year, NKE's earnings have gone up by -11.55% per year. This was slower than the Footwear & Accessories industry average of 16.12%.
Last year, NKE revenue was $45.89B. During the past five year, NKE's revenue has grown by -0.13% per year. This was slower than the Footwear & Accessories industry average of 13.22%.
Dig into NKE's earnings and revenue performance here.
Are NKE executives and large shareholders buying or selling the stock?
Over the past 12 months, insiders at NKE have sold more shares than they have bought.
Elliott Hill, CEO;Pres of NKE, was the latest NKE insider to sell. They sold $199,084.55 worth of NKE stock on Oct 14, 2026.
Get more info about who owns NKE stock here.
Can I rely on NKE as an income stream?
Nike pays a dividend of 4.24%, compared to the Footwear & Accessories industry's average dividend yield of 3.05%. If you owned $1,000 worth of NKE stock, you would have received $42.41 in the past year.
Nike dividend payments have consistently grown over the past decade and have remained stable.
Find more info about Nike dividend yield and history here.
Get opinions from other investors
One of the major reasons eToro is our top-rated brokerage is because of its social trading community.
Click below to see what other investors have to say.
Step 5: Execute your NKE purchase
You have two primary types of orders:
- Market order: A market order is an order to buy or sell a stock at the best price on the market.
Market orders are usually sufficient. - Limit order: A limit order enables you to buy or sell a stock at a specific price (or better).
If you want to be sure you're buying or selling at a particular dollar amount, use a limit order.
Click the Open Trade button and eToro will execute the order.
If you need additional assistance 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 shares, you'll want to keep up with your stock purchase.
Create a watchlist to get alerted to the latest events about your NKE stock.
NKE Feed
How to Buy Stock in Nike
To reiterate, here are the 6 steps for buying Nike stock:
- 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 require a brokerage, eToro is our recommended option.
Get Started with eToro TodayIf you want to get the latest news on your new investment in Nike, create your watchlist below.
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