Nike Earnings Explained: Why a Profit Beat Cannot Hide Shrinking Sales
Nike earnings beat Wall Street‘s forecast in the fiscal first quarter on lower costs, not sales growth. Yet CEO Elliott Hill’s turnaround plan comes with a guided high-single-digit revenue decline for fiscal 2027. Earnings of 48 cents a share topped the 43-cent consensus. Revenue of $11.21 billion, however, missed the $11.32 billion forecast, and net income still fell 2%. Sponsored Sponsored Where Do Nike Earnings Hide the Sales Problem? Revenue fell 4% to $11.2 billion, Nike said. Greater China and Europe, the Middle East and Africa led the drop. Greater China revenue fell 22% to $1.18 billion, or 26% excluding currency effects. Earnings before interest and taxes in the region dropped 34% to $248 million. Elsewhere, Nike told analysts that Sportswear, just under half of revenue, fell by a low double-digit percentage. Planned cuts to the Dunk sneaker, where revenue dropped nearly 50%, explain part of that. Similarly, revenue at Jordan Brand, which makes up 13% of Nikes business, slid by a mid-teens percentage. Zachary Warring, an equity analyst at CFRA Research, expects Jordan to stabilize in coming quarters, later than CFRA expected. “I think Jordan is an operating issue right now.” Zachary Warring, Equity Analyst at CFRA Research, speaking on Bloomberg Sponsored Sponsored Can Cost Cuts Substitute for Growth at Nike? Nikes Pace restructuring,








