--- title: "In the \"headwind moment,\" firmly increase holdings! Apple CEO Tim Cook once again supports Nike with real money" type: "News" locale: "en" url: "https://longbridge.com/en/news/282760689.md" description: "Nike's stock price rose by 2% after Apple CEO Tim Cook and Nike CEO John Donahoe increased their stock holdings. Cook purchased 25,000 shares of Class B common stock at a transaction price of $42.43 per share, raising his total holdings to 130,480 shares. Donahoe bought 23,660 shares at a transaction price of $42.27 per share, increasing his total holdings to 265,247 shares. The increase in holdings demonstrates insiders' confidence in Nike's future growth prospects, despite the challenges of weak quarterly profit margins and slowing sales in the Chinese market" datetime: "2026-04-15T00:47:04.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/282760689.md) - [en](https://longbridge.com/en/news/282760689.md) - [zh-HK](https://longbridge.com/zh-HK/news/282760689.md) --- # In the "headwind moment," firmly increase holdings! Apple CEO Tim Cook once again supports Nike with real money According to the Zhitong Finance APP, Nike Inc. (NKE.US) saw its stock price rise over 2% in after-hours trading on Tuesday following the latest insider stock purchases disclosed by the company's independent director and Apple CEO Tim Cook, as well as the company's CEO Elliott Hill. The stock closed at $44.20 during regular trading hours on Tuesday, up over 3%. Tim Cook has served on Nike's board since 2005 and is the company's lead independent director. Cook is often seen wearing Nike's co-branded sneakers at Apple events. According to a Form 4 document submitted to the U.S. Securities and Exchange Commission (SEC), Cook purchased 25,000 shares of Class B common stock on April 10, 2026. These shares were acquired in multiple transactions at a weighted average price of $42.43 per share, with transaction prices ranging from $42.42 to $42.44. After this stock purchase, Cook directly holds 130,480 shares. The SEC's publicly disclosed documents also show that Cook had previously bought 50,000 shares of Nike stock at $58.97 on December 22, 2025, and has made multiple purchases of Nike stock in recent years. According to another publicly disclosed SEC document, Nike's President and CEO Elliott Hill chose to buy 23,660 shares of Class B common stock on April 13, 2026. This transaction was executed at a price of $42.27 per share, with a total value of approximately $1 million. After this purchase, Hill directly holds 265,247 shares. Insider purchases or further stock accumulations often attract increased attention from investors, as this may indicate that insiders with in-depth knowledge of the company's operations are confident about the company's future growth prospects. The latest stock purchases by Cook and Hill occurred after Nike's most recent earnings report showed weak quarterly profit margins and warned of a significant slowdown in sales in the Chinese market. In the Chinese market, due to operational missteps and intense domestic competition, Nike's overall sales fell by 10% in the third fiscal quarter; Chief Financial Officer Matthew Friend stated during the analyst conference call following the earnings report that sales in the Chinese market are expected to decline by 20% in the fourth fiscal quarter starting in March, citing rising oil prices and ongoing conflicts in the Middle East causing market volatility. On April 1, the stock plummeted 15.5% in a single day due to this extremely weak earnings outlook, reaching a ten-year low, and by around April 14, the year-to-date decline had approached 30%. The Chinese market accounts for about 15% of Nike's global revenue and has seen six consecutive quarters of decline, with issues concentrated on inventory, channels, digital execution, and local competitive pressures. Cook's continuous accumulation at this moment highlights his bet that the latest brand rebuilding led by Nike's management, the restoration of wholesale relationships, innovation in the running category, and inventory reduction will ultimately lead to a mid-term valuation recovery. This is a typical case of "buying governance and execution improvement options at the worst emotional point." In March, Apple Inc.'s important subsidiary, the headphone and audio equipment brand Beats, announced a limited edition of the Powerbeats Pro 2 headphones in collaboration with the American sports brand Nike. This version features Nike's iconic NIKE SWOOSH logo, marking Beats' first co-branding partnership with an external sports brand for its hardware. This is also the first direct collaboration between Beats and Nike, although Nike has long partnered with Apple on the Apple Watch and related Apple core accessory ecosystem. The joint launch of co-branded headphones by Beats and Nike undoubtedly enhances the core product ecosystem and brand aspects for both Apple and Nike, serving as a significant boost for long-term brand and ecosystem synergy. The partnership between Apple and Nike dates back to the early iPod era when the sports apparel and footwear giant launched a pedometer that could be placed in shoes and connected to the music player, allowing users to track running data—years before professional-grade fitness trackers entered the global mainstream market. The Powerbeats Pro 2 itself already features real-time heart rate monitoring, up to 45 hours of battery life, active noise cancellation, and wireless charging, making it suitable for sports scenarios. For Apple's growth prospects, this co-branding activity is equivalent to leveraging Nike's incredibly strong brand power in the North American market to enhance Beats' recognition in the "fitness/training headphones" vertical, and it continues to extend Apple's reach in wearable and health hardware into more frequent and broader sports scenarios, potentially reigniting a wave of wearable consumer electronics ### Related Stocks - [NKE.US](https://longbridge.com/en/quote/NKE.US.md) - [KLXY.US](https://longbridge.com/en/quote/KLXY.US.md) - [XRT.US](https://longbridge.com/en/quote/XRT.US.md) - [RTH.US](https://longbridge.com/en/quote/RTH.US.md) - [XLY.US](https://longbridge.com/en/quote/XLY.US.md) - [AAPL.US](https://longbridge.com/en/quote/AAPL.US.md) ## Related News & Research - [Nike got downgraded: Can the iconic brand ever recover?](https://longbridge.com/en/news/282572963.md) - [Should You Buy Nike for the Long Haul? 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