Nike achieved sales of $ 11.1 billion in the fourth quarter of the 2025 financial year (around 9.65 billion euros). This means a decrease of 12 % compared to the previous year’s value of $ 12.6 billion (around 10.7 billion euros). The net profit even dropped by 86 % and was only $ 211 million (about 180 million euros) after it was still $ 1.5 billion (about 1.28 billion euros) in the previous year. The diluted profit per share dropped from 99 cents to 14 cents.
Although the numbers were slightly above the average analyst estimates, the stock exchange reacted: the Nike share lost 1 % in the afternoon of June 26 and noted at $ 62 (around 52.9 euros).
Broken down by segments, the sales of the Nike brand amounted to $ 10.8 billion in the fourth quarter (about 9.22 billion euros), a minus of 11 %. At $ 4.4 billion (around EUR 3.76 billion), Nike Direct recorded a decline of 14 %, especially due to a minus of 26 % in the Nike Brand area. An increase of 2 % in their own Nike stores could only partially compensate for this decline. The wholesale generated $ 6.4 billion (about 5.5 billion euros), a decrease of 9 %.
In the product area, sales with shoes fell by 13 % to $ 7.2 billion (around 6.5 billion euros). The clothing turnover fell by 10 % to $ 3 billion (about 2.56 billion euros).
“The company’s financial results correspond to expectations, but” not where we want them, “said CEO Elliott Hill. “We assume that our business will improve due to the progress that we will achieve with our WIN NOW measures.”
Matthew Friend, Executive Vice President and CFO, also emphasized the short-term challenges, but was confident: “The fourth quarter reflects the greatest financial impact of our win now actions, and we expect the headwind to let up from here. I am confident that we will find our way in this dynamic and uncertain environment by concentrating what We can control and implement our ‘Win Now’ measures. “
Nike did not make a specific forecast for the new financial year 2026. However, the company announced that it would promote the realignment of the sports area. The aim is to profile yourself more in key sports, develop a comprehensive product portfolio and develop stories that are supposed to inspire and bind consumers. Hill added: “At the beginning of the new financial year we will set up a new chapter, and the next step is to align our teams in such a way that they are doing sports, by what we call offense.
In 2025, Nike achieved sales of $ 46.3 billion (around 39.5 billion euros), a decrease of 10 %. The net profit fell by 44 % to $ 3.2 billion (about 2.73 billion euros).
