--- title: "Nike Shares Hit 2014 Lows As 74% Drop Fuels Turnaround Doubts" type: "News" locale: "en" url: "https://longbridge.com/en/news/283177655.md" description: "Nike shares have fallen to 2014 lows, down over 74% from their 2021 peak, as Wall Street sentiment turns negative. HSBC downgraded the stock to hold, citing a lack of catalysts for recovery. Investor concerns focus on Nike's premium brand appeal amid rising competition from On Holding AG and Hoka. Despite some selective buying, including a purchase by Apple CEO Tim Cook, analysts question the likelihood of a turnaround, emphasizing the need for tangible execution over mere expectations." datetime: "2026-04-17T17:01:16.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/283177655.md) - [en](https://longbridge.com/en/news/283177655.md) - [zh-HK](https://longbridge.com/zh-HK/news/283177655.md) --- # Nike Shares Hit 2014 Lows As 74% Drop Fuels Turnaround Doubts Nike is seeing sentiment on Wall Street shift more decisively negative, with shares falling to levels last seen in 2014 as confidence in a near-term turnaround continues to weaken. HSBC downgraded the stock to hold, describing the recovery thesis as a show me story, while UBS noted there are limited catalysts to support buying interest at current levels. The broader tone suggests investors are reassessing expectations, with the market increasingly pricing in a longer recovery timeline than it had anticipated six to twelve months ago. Investor concerns are centered on Nike's positioning, particularly whether it can sustain its appeal as a premium brand amid intensifying competition. Rivals such as On Holding AG and Deckers Outdoor Corp.'s Hoka have been gaining share, while Nike's Converse division has struggled and its China operations remain under pressure. Over the past decade, more competitors have focused on higher-income consumers, which could be making the competitive environment more challenging than in prior cycles. Reflecting this shift, at least six brokerages, including JPMorgan Chase & Co., Goldman Sachs, and Piper Sandler & Co., have pulled back from previously bullish views in recent weeks. There are, however, early signs of selective buying. Apple Inc. CEO Tim Cook, who sits on Nike's board, disclosed a purchase of 25,000 shares at the April 10 low, and the stock has since risen 7.2% through Thursday, putting it on track for its strongest week since June. Even so, Nike remains on pace for a fifth consecutive annual decline, with shares down more than 74% from their 2021 peak, reducing its valuation from roughly $281 billion to under $70 billion. Some analysts are now beginning to question whether a turnaround will materialize, suggesting the investment case may increasingly depend on tangible execution rather than expectations. ### Related Stocks - [NKE.US](https://longbridge.com/en/quote/NKE.US.md) - [HSBC.US](https://longbridge.com/en/quote/HSBC.US.md) - [00005.HK](https://longbridge.com/en/quote/00005.HK.md) - [HSBA.UK](https://longbridge.com/en/quote/HSBA.UK.md) - [UBS.US](https://longbridge.com/en/quote/UBS.US.md) - [ONON.US](https://longbridge.com/en/quote/ONON.US.md) - [DECK.US](https://longbridge.com/en/quote/DECK.US.md) - [JPM.US](https://longbridge.com/en/quote/JPM.US.md) - [GS.US](https://longbridge.com/en/quote/GS.US.md) - [PIPR.US](https://longbridge.com/en/quote/PIPR.US.md) - [AAPL.US](https://longbridge.com/en/quote/AAPL.US.md) - [DTIW.SG](https://longbridge.com/en/quote/DTIW.SG.md) - [JPM-M.US](https://longbridge.com/en/quote/JPM-M.US.md) - [JPM-C.US](https://longbridge.com/en/quote/JPM-C.US.md) - [JPM-D.US](https://longbridge.com/en/quote/JPM-D.US.md) - [JPM-L.US](https://longbridge.com/en/quote/JPM-L.US.md) - [8634.JP](https://longbridge.com/en/quote/8634.JP.md) - [JPM-K.US](https://longbridge.com/en/quote/JPM-K.US.md) - [JPM-J.US](https://longbridge.com/en/quote/JPM-J.US.md) - [W4VR.SG](https://longbridge.com/en/quote/W4VR.SG.md) ## Related News & Research - [As Nike Announces Second Round of Layoffs, Is NKE Stock a Buy, Sell, or Hold?](https://longbridge.com/en/news/284045916.md) - [Tariffs, Volatility, and Nike: Is It Still a Long-Term Buy?](https://longbridge.com/en/news/284166981.md) - [Nike stumbled with the people it counts on most: runners](https://longbridge.com/en/news/283395705.md) - [Nike cuts 1,400 roles in second round of layoffs this year](https://longbridge.com/en/news/283889091.md) - [Nike to cut around 1,400 jobs in efficiency push](https://longbridge.com/en/news/283892553.md)