Buy NIKE Stock: How To Invest In NKE And What To Look Out For

Buy NIKE Stock: How To Invest In NKE And What To Look Out For
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If you want to know if NIKE’s stock price is going to rise, start by counting how many professional sports players are wearing NIKE shoes. Celebrity endorsements are a powerful marketing tool that have helped NIKE grow into the world’s largest seller of athletic footwear and apparel. As celebrity endorsements become more expensive, NIKE is rebooting with a digital strategy to increase profitability.

This guide looks at how to assess NIKE’s future growth opportunities, value NIKE stock, and find the best NIKE stockbrokers as the sneaker maker goes digital.

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Should you invest in NIKE?

When deciding whether to invest in NIKE stock, you need to understand the power of celebrity endorsements. After the Obamas signed a deal to make a TV series with Netflix last March, the Netflix stock price soared past that of Disney stock for the first time ever. But when foul-mouthed food chef Gordon Ramsay promoted the Pixel 3, the Google stock price only had a small bounce up.

So how should you value NIKE – a sports brand whose celebrity athletes have become legends synonymous with the brand? Unfortunately, sports greats like Kobe Bryant are not super heroes who can save a badly managed marketing campaign or unpopular shoe. In 2016, NIKE stock was the dog of the Dow – the lowest performing stock among the industrial index. But like its sports legends, NIKE has made a comeback. In 2017, NIKE introduced a new digital strategy and is on track to becoming a more profitable company.

su_quote]Fueled by a complete digital transformation of our company end-to-end, this year set the foundation for NIKE’s next wave of long-term, sustainable growth and profitability. Mark Parker, Chairman, President and CEO, NIKE [/su_quote]

Pros of buying NIKE stock

Turning out a top performer with digital commerce

NIKE stock is on a sprint rising 34.5 percent over the year propelled by digital commerce, which grew sales 41 percent in Q2 2019. The SNKRS app is becoming the centre of the NIKE offline and online retail experience. Customers gain access to exclusive virtual shopping experiences from both online and offline shopping venues. A purchase of the newly released AirMax 720 shoe, for example, unlocks access to the 720 Air Store with exclusive merchandise and chat time with Manchester City footballer Raheem Sterling. The shoe is already the top selling sneaker worldwide.

High international sports gear growth

International sales are growing at a good clip of 21 percent. On China’s biggest shopping day of the year Singles Day, NIKE was the number one sports brand on Amazon’s Tmall. Greater China has delivered 18 consecutive quarters of double digit growth for NIKE. The sneaker maker is producing shoes at a lower price to capture more global sales.

Self-lacing sneakers
New innovative products are driving 80 percent of NIKE’s new growth. NIKE Air models continue to be top selling brands and new models are being added. In running, a $5 billion business, the Vaporfly 4% became the dominant running shoe in marathons in 2017. Self-lacing shoes sold out on day one. Eight of the top 10 best-selling shoes in 2018 were made by NIKE.

Cons of buying NIKE stock

Malfunctioning shoes

NIKE can charge a premium price for the shoes it sells to athletes. When these top-performing shoes do not perform, the impact can hit NIKE stock. When the NIKE trainers of a college basketball star at Duke University split in a recent game, the NIKE share price fell one percent. A more serious faulty footwear problem has arisen with the $350 new self-lacing Adapt BB shoes. The trainer automatically laces up with a command from the NIKE smartphone app. Customers are being left left-footed when only the right shoe laces up.

Rising expenses

NIKE is taking a page from Apple and slimming down its retail operations. In 2016, the sportswear maker sold its merchandise across 30,000 retail stores. The new concept is to have 40 retailers providing differentiated services. The company has opened flagship stores called Innovation Houses in Tokyo, New York and Shanghai. In delivery, NIKE is slashing inventory and delivery expenses with its 2X Speed strategy. An ambitious recycle and reuse program includes a hybrid leather product that is cutting costs and carbon emissions.

High celebrity reputational risk
A celebrity can send sales catapulting but with sales tied to reputation, one slip up and a brand could be wiped out in a day. When Jamie Foxx boosted iPhone S6 sales, it was the perfect time to buy Apple stock on rising revenue. But Foxx was soon mired in scandal for hyping an ICO. That’s why NIKE has Kobe Bryant in a $1 billion exclusive lifetime contract. Like Michael Jordan’s Jordan, he could end up a subsidiary of NIKE one day. Meanwhile Jordan, an Oscar winner for Dear Basketball, has been removed from a movie jury under pressure from women’s groups following the resurfacing of a 2003 rape allegation. As NIKE invests in a separate women’s division and Unlaced online site, the new allegations pose a high public relations risk.

As NIKE invests in its digital and product innovation platforms, gross margins are improving. In our opinion, it is a good time to invest in NIKE shares for the long-term investor.

NIKE Stock: Current Prices and Summary

Investors have been bullish on NIKE stock since quarterback Colin Kaepernick was made the Just Do It celebrity endorser in 2018. But can investors justify a 2.5 times increase in the company’s price-to-earnings (P/E) ratio in 2018? The stock of NIKE is highly valued at a P/E ratio of 67 versus 25 for the apparel and footwear industry (CSIMarket). What’s happened at the footwear industry’s house of innovation? NIKE’s earnings-per-share (EPS) ratio in 2018 has fallen 42 percent primarily due to a high tax expense in 2018, while the stock has risen.

Valuing the world’s largest footwear company on a price-to-sales basis provides a more down-to-earth number. NIKE has a P/S ratio of 3.5 versus 2 for its peers. NIKE posted sales growth of 5 percent in 2018 while the overall industry has posted negative sales growth. NIKE works hard to preserve shareholder value. The company has done seven stock splits since it listed as a publicly traded company in 1980 and aggressively bought back NIKE shares over the years to lift NIKE’s stock price. A new $15 billion share buyback program was authorized beginning in 2019.

NKE price quote

Price $ 170.93 Daily high $ 171.44
Volume 18963658 Low $ 169.50
Variation 12:51 Opening $ 169.71
+ / -% 00:30% Day before $ 170.42

Best NIKE Stock Brokers

eToro AllyInvest
  • Social trading leader
  • Copy trading available
  • CySec & FCA regulated
  • Over 6 million users worldwide
  • Low fees
  • Paypal
  • Large number of stocks
  • Quick verification
  • Daytraders
  • Demo account
  • Low commissions
  • Good quality news flow available
  • Good set of analytical tools
  • Self-directed or management portfolio investment plans
  • Low trading fees
  • Robo-avisor features
  • Great mobile platform
  • High order volume
  • Withdrawals can be slow
  • Limited order types
  • Not many deposit options
  • Customer service is not very effective
  • Unregulated broker
  • Experienced investors only
  • Account fees
  • High financing rates
Spreads • Spreads from 2 pips • Flat fee on withdrawal •Fees are built into spread. • Spread cost : 0.35 • Unregulated broker • Spreads from 2 pips
Number of stocks available 4,000 2,500 1,500
Financing rate 8.9% 7.9% 13.9%
Visit broker: Visit Broker Visit Broker Visit Broker

How to Buy NIKE Stock – Tutorial

How to buy NIKE stock on eToro

eToro has established itself as a reputable and trusted broker among traders since it launched in 2007. The leading online broker for social trading is regulated in several jurisdictions, including by the UK’s Financial Conduct Authority (FCA). Popular features include social feeds, research and One Click Trading. If you are deciding whether to buy NIKE shares on eToro, review these pros and cons.


  • Fast account opening process
  • CopyTrader™ platform
  • CopyPortfolios™ across an investment theme
  • One-click trade execution
  • Low fees
  • Low minimum deposit (200 euros)
  • Range of payment methods
  • User-friendly interface
  • Full BCH trading


  • Withdrawals can be slow
  • Mostly CFDs

Start trading NIKE stock on eToro?

Step 1: Register your account

First, start by opening your eToro account here. Fill out your basic profile information. To determine your investor risk profile, you will be asked to answer a few short questions about your investment experience, knowledge and style, as well as your risk-return tolerance.

Step 2: Verify your identity

Attach and submit proof of identity for verification. US-based accounts are not accepted.

Step 3: Fund your account

eToro provides a wide variety of payment methods. Check to see if your preferred method is available in your country.

Step 4: Trade NIKE stock

On eToro, you can invest in NIKE through traditional securities trading and social investing. To help you choose investments that align with your risk profile, eToro assigns the portfolio of every trader a risk score based on the volatility – average daily price movement – of the instruments invested in on a scale of 1–6, 6 representing the highest risk.  Here are three ways to invest in NIKE stock on the leading social trading platform.

Step 4A: Place a NIKE stock trade

Click on Trade. Select Market (current price) or other price level you want to enter the market at. Enter the amount you want to trade and leverage (X1, X2, X5). Your Stop Loss and Take Profit levels are preset by you. You can also set up a One Click Trade option and preset the above parameters. (The NIKE stock profile page provides social feeds, stats, charts and research. Social feeds often provide helpful technical analysis tips and updates on how a stock is trading relative to various benchmarks.)

Step 4B: Place a CopyTrader™ trade


Choose from the selection of copy traders by reviewing their risk score, trading performance stats, charts, and portfolio. Also check out the traders on the Editor’s Choice List. Copying a portfolio that holds NIKE is a way to buy NIKE stock and diversify risk. Click Copy. From the copy trade box, choose the amount you want to trade and the copy trade stop limit. Press Copy.

Step 4C: Place a CopyPortfolios™ trade

Choose a portfolio among dozens of investment themes. CopyPortfolios™ copies multiple portfolios and traders following that theme. The highly diversified sample portfolio, the USA-ETF theme, could provide a hedge for the cyclical retail industry . This theme is diversified across large cap, small cap, tech, and other US stock and bond markets. NIKE stock influences and is influenced by trading in several of the component indices, including the S&P 500 and DJI.

Review the risk profile and portfolio performance. Click on Invest. From the Invest box, choose the amount you want to invest and the stop investing limit. That’s it! To open your eToro click here.

  Visit eToro

How to buy NIKE Stock on

The official online broker of the Arsenal Football Club provides all the basic tools and education a retail trader requires. is owned by Playtech, a public company listed on the London Stock Exchange. Like its PlaytechOne one wallet – the one account solution for playing on casino, poker, sports and other gaming sites – seeks to provide quick and easy access to  a good range of investment products. If you are deciding whether to buy NIKE shares on, review these pros and cons.


  • Day traders
  • Demo account
  • Low commissions
  • Good quality news flow
  • Good set of analytical tools


  • Limited order types
  • Not many deposit options
  • Customer services not very effective
  • Unregulated broker

Start trading NIKE stock on

Step 1: Register your account

You will be prompted to download the mobile app to register. After filling in basic profile information, a brief questionnaire on investment experience and knowledge, as well as income and assets, will determine your trading level and leverage. 1:30 is the leverage for the average retail investor. So with a $500 deposit, you can trade up to $15,000.

Step 2: Fund your account

If depositing by credit card, you will need to first have it verified. Click on Verify Credit Card on the My Account Page.

Step 3: Verify your identity

Attach and submit proof of identity and a utility bill for verification. Residents of the USA, Canada, Australia, Hong Kong, Japan and some other countries are restricted.

Step 4: Trade NIKE  stock

On, you can choose to invest in NIKE stock, or a wide range of ETFs and indexes with exposure to major technology stocks. Other securities include forex, cryptocurrencies (a handful of majors), bonds, blends, and grey markets in Uber and Lyft ahead of their IPOs. Trending Now displays a list of top moving stocks.

The NIKE stock profile provides basic stock price charting information and a market sentiment indicator. Place the trade by choosing the Buy or Sell button.


How to Buy/Sell NIKE CFD Stocks on Plus500

Novice retail traders may find this platform lacks the trading interface, research tools and education they depend on for general guidance. The experienced trader with their own tools, stock data and news will be at home with the simple, intuitive interface and over 100 technical indicators. Traders who qualify for a professional account (with a minimum portfolio value of €500k) can raise their leverage levels, for example, from 1:5 to 1:20 for stock trades. If you are deciding whether to trade NIKE CFD shares on Plus500, review these pros and cons.


  • FCA regulated
  • Listed on the LSE
  • Easy to use platform
  • Great mobile platform
  • High order volume


  • Experienced traders only (no fundamental data)
  • Only CFD trading
  • High financing rates
  • No scalping allowed

Start trading NIKE CFD stocks on Plus500

Step 1: Register your account

Firstly, begin by clicking here to register your account. You will be prompted to download the mobile app to register.  Select between a Demo and Real Money account. After filling in basic personal information, you will gain access to the unlimited demo account. Before you can use it, you will be prompted to answer a few questions to establish your investor risk profile.

Step 2: Fund your account

When you are ready to trade with real money, fund your account. Three payment options are provided. You may be asked to verify your payment method.

Step 3: Verify your identity

Attach and submit proof of identity for verification.

Step 4: Trade NIKE CFD stocks

Plus500 offers a wide variety of CFDs on investment instruments, including stocks, ETFs, indexes, forex and cryptocurrencies. For the advanced investor, options trading is available on some stocks. Query NIKE and the price quotes for the stock appear on the screen.

All stock information and the Buy/Sell commands are displayed on the general stock page for the serious trader who wants to execute quickly. The bottom half of the page displays the price chart and provides access to a broad selection of technical analysis indicators.

  Visit Plus500

80.6% of retail CFD accounts lose money

It pays to compare the different brokers and trading features you require. If you want high flexibility and frequent trading, then the transaction costs should be as low as possible. Recommended brokers in this case are eToro or Plus500. Or do you seek to make a one-time purchase or long-term investment with the help of savings plans? In this case, review classic online brokers such as

A Brief Overview of the History of NIKE

At the Tokyo Olympic Games in 2020, the incredible 45-year sprint of NIKE to a leading global athletic brand will come full circle. Athletes from all over the world will compete side-by-side wearing NIKE shoes and the shoe of the official Olympics game sponsor ASICS. In 1963, an athlete and Stanford grad Philip Knight and his Oregon college coach Bill Bowerman started to market a Japanese sports brand called Onitsuka Tiger in the United States. Their company Blue Ribbon Sports would eventually make its own athletic shoes and be renamed NIKE. Meanwhile, Onitsuka became ASICS through a merger and today reports US revenues of close to $1 billion of $3.5 billion in global sales. Today NIKE is the leading athletic wear maker with global sales of $30 billion followed by Adidas at $21 billion.

In the early 1970s, NIKE made and marketed its first pair of athletic shoes adorned with its famous swoosh logo (Wikipedia). The company’s sales growth accelerated with the 1984 celebrity endorsement contract with legendary basketball player Michael Jordan. The partnership changed the nature of celebrity endorsement by giving Jordan a percent of profits. In 2018, the Jordan subsidiary of NIKE had $3.1 billion in sales, close to 10 percent of Nike sales. Over the years, NIKE has expanded into sportswear and gear. Today, NIKE is a top 30 Dow Jones stock.

NIKE Shares: Forecast 2019–2023

The global apparel industry is forecasted to grow 3 percent over the next five years (Statista). Analysts expect NIKE revenues to continue to grow at 5-10 percent during this period.

2019 – Digital direct consumer strategy

Innovative new products are making up 80 percent of NIKE’s growth. New product upgrades from VaporMax, Air Max 270, React and ZoomX will drive future sales. The innovation platform and digital will drive growth . NIKE’s outfitting of the NBA teams from the 2017–2018 season will help it sell more basketball shoes and kit. Median-to-high growth is forecasted for the Nike stock price.

2020 – Olympian sales

NIKE’s investment in shoes and apparel for the Tokyo 2020 games will pay off this year. NIKE introduced its first 2020 shoe in 2016. Median-to-high growth is forecasted for the Nike stock price.

2021 – International

Although a global slowdown is expected in 2021–2022, digital mobile and international sales will be accelerating Nike growth. NIKE will retain its position as a top performing Dow Jones stock. Median growth is forecasted for the Nike stock price.

2022 – Women unlaced

NIKE’s investment in a separate women’s business and Unlaced e-commerce site will improve profitability through a digital sales strategy. NIKE’s successful launch of stores on Amazon and Alibaba will also help digital sales, but the real sales story is cooperating with the e-commerce giants to reduce knock-offs of NIKE products. These imitations are reducing NIKE’s global sales and also have a negative impact on Amazon and Alibaba stock prices. Median growth is forecasted for Nike’s stock price.

2023 – The global sneaker maker

Three quarters of growth will be coming from international markets by 2023. In offline stores, the reduction of retail outlets and the expansion of the House of Innovation in key cities will significantly reduce retail costs. Median-to-high growth is forecasted for Nike stock.


Celebrity endorsements sell sports shoes. As long as the players in the NBA and English Premier League do not change their shoe brand, NIKE will keep selling more shoes. NIKE’s digital sales, streamlined retail and product innovation strategy is on track to improve profitability, making it a good time to buy NIKE shares.

When you are ready to buy stock, we recommend doing so via a regulated online broker such as eToro if you’re a UK customer, and Ally Invest for U.S. customers.

  • Exchange
  • Rating
  • Properties
  • to buy
The Best Choice
  • 4,000 + Stocks
  • $250 Min Deposit
  • Accepts PayPal

Product is subject to fluctuations. An investment puts your capital at risk.


Does NIKE pay a dividend?

NIKE has paid a consistent and increasing dividend since 2011. After the 2012 and 2015 stock splits, the dividend was revised accordingly. NIKE currently pays a $0.22 quarterly dividend, which has a 1 percent yield.

Can I buy NIKE stock directly from NIKE?

Yes, NIKE has a direct stock purchase plan (DSPP) plan. The minimum investment for first-time investors is $500, with the options of recurring monthly purchases ($50 minimum) and dividend reinvestment.

Why did NIKE earnings decline in 2018?

NIKE’s net income fell 54 percent to $1.93 billion in 2018. The company incurred higher selling and administrative expenses related to sales marketing, including sports marketing investments, new product launch and brand campaigns. Operating overhead expenses increased as NIKE has invested in a lower cost digital sales strategy and a more efficient inventory system. The largest change in expenses was a provision for income taxes of $2.4 billion.

How has the sponsorship of Colin Kaepernick affected NIKE stock?

The quarterback who took the San Francisco 49ers to the Super Bowl was a controversial choice as the face of NIKE’s Just Do it! Campaign after he sat during the national anthem to protest police brutality. The move turned him into a free agent. NIKE’s stock is being rewarded for backing the quarterback. The week the ad debuted in September, NIKE’ stock price hit an all time high.

In which indices is NIKE stock included?

NIKE shares are widely held by indexes, mutual funds, and ETFs. An index diversifies risk by tracking the weighted average price of a group of stocks. The Dow 30, for example, is a diversified way to invest in tech stocks, retail stocks and a good cross segment of other industry sectors. Indexes and ETFs that hold NKE shares include:

Dow 30 Index (NDX)
iShares U.S. Consumer Goods ETF (IYK)
Consumer Discretionary Select Sector SPDR Fund (XLY)
John Hancock Multi-Factor Consumer Discretionary ETF (JHMC)

Where and how can I buy NIKE stock?

You can buy NIKE stock from online stockbrokers. eToro and plus500 are examples of online broker platforms where traders buy and sell NIKE stock. After signing up online, type in the NKE ticker, place your order and you will become an owner of NIKE shares.


4 thoughts on “Buy NIKE Stock: How To Invest In NKE And What To Look Out For

    1. Hello Arvind45, yes, Nike stocks are dividend-paying stocks. Quarterly dividends on NIKE common stock, when declared by the Board of Directors, are paid on a calendar year basis on or about January 5, April 5, July 5 and October 5.

    1. Hello Hoss334, both companies are doing very great in the sports industry and we are sure that their stocks will generate good profits if you invested in them. However, if we consider the current stock prices, Adidas’ stocks are more expensive than Nike. It is also worth noting that Nike’s stocks – being cheaper than Adidas’ – have a market capitalization of $105.5 billion while Adidas’s market capitalization is approximately $57 billion.

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