Nike shares higher on insider purchases by CEO Elliott Hill, Tim Cook

Nike shares rose 3% in premarket trading Wednesday after insiders picked up the stock near the end of a rough year.

Apple CEO Tim Cook, who serves as a director at the athletic apparel maker, added around 50,000 Nike shares, an approximately 90% increase in his stake, according to financial data provider Verity.

Fellow board member Robert Holmes Swan added roughly 8,700 shares, per Verity. That marked a 24% expansion to the former eBay and Intel executive’s position.

Nike CEO Elliott Hill got about 16,400 shares in a transaction valued at $1 million, Verity found. His personal stake grew by more than 7% as a result.

This buying comes as the Oregon-based company wraps up another tough year in the eyes of investors.

Shares of Nike have tumbled around 19% in 2025, on pace for its fourth straight down year. The stock has shed nearly half of its value over the last three years.

Nike has recently contended with weak sales in China and hits from tariffs, the latest in a string of challenges for the retailer. The company has pitched its turnaround story led by Hill, who took the role last year.

Wall Street appears optimistic that the stock can rebound. The average analyst polled by LSEG has a buy rating and price target suggesting shares can rise about 26% over the next year.