--- title: "Why Is Nike Stock Falling on Monday?" type: "News" locale: "en" url: "https://longbridge.com/en/news/296129422.md" description: "Nike stock fell over 3% to a new 52-week low of $39.41 on August 17, 2026. The decline was primarily triggered by weak revenue guidance from competitor On Holding AG, which missed sales estimates and issued cautious full-year outlooks. This negative sector sentiment pressured Nike, causing it to drop deeper than the broader Consumer Discretionary index. Technically, Nike remains below key moving averages, indicating a bearish trend." datetime: "2026-08-17T15:59:03.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/296129422.md) - [en](https://longbridge.com/en/news/296129422.md) - [zh-HK](https://longbridge.com/zh-HK/news/296129422.md) generator: "portal-rs" --- # Why Is Nike Stock Falling on Monday? **Nike Inc.** (NYSE:NKE) stock fell more than 3% on Monday, hitting a fresh 52-week low of $39.41. The Nasdaq is up 0.24% while the S&P 500 has shed 0.15%, and Nike’s drop is deeper than the Consumer Discretionary sector’s 0.8% decline. **• Nike stock is at significant support. Why did NKE hit a new low?** ## **Rival Guidance Triggers Sell-off** The primary immediate trigger stems from premium competitor **On Holding AG** (NYSE:ONON) and its recent financial guidance. On Tuesday, On Holding reported mixed second-quarter financial results. The company posted quarterly earnings of 44 cents per share, beating the analyst consensus estimate of 41 cents per share, but reported sales of $1.076 billion, missing the consensus estimate of $1.110 billion. **Read Also: The Top 5% of Americans Are Outspending Their Own Paychecks. That's the Risk to Watch.** ## **Revenue Outlook Pressures Sector** On Holding issued full-year 2026 sales guidance of $4.390 billion to $4.503 billion, compared to market estimates of $4.490 billion. **David Allemann**, founder and Co-CEO of On, said, "We are proving that a brand can achieve global scale without compromising its premium brand positioning." ## **Nike Stock: Critical Levels To Watch** From a trend perspective, Nike remains pinned below its major moving averages, which keeps the longer-term bias bearish until price can reclaim key trend lines. The stock is trading 5.3% below its 20-day SMA ($41.80), 7.4% below its 50-day SMA ($42.76), 9.8% below its 100-day SMA ($43.89) and 25.4% below its 200-day SMA ($53.09). Momentum also isn’t helping yet: MACD is below its signal line and the histogram is negative, which points to upside pressure fading versus the prior upswing. The moving-average structure reinforces that message, with the 20-day SMA below the 50-day SMA and a "death cross" (50-day below 200-day) that formed in November 2025 still in place. Traders will also note the stock is now below the prior 52-week low area ($40), which can turn into overhead supply if price tries to bounce back above it. **NKE Stock Price Activity:** Nike shares were down 3.11% at $39.47 at the time of publication on Monday, according to Benzinga Pro data. **Read Also: 'Big Short' Investor Steve Eisman Says AI Has an 'Achilles' Heel' — But It's Too Early to Short the Boom** *Image via Shutterstock/ Roman Zaiets* ### Related Stocks - [ONON.US](https://longbridge.com/en/quote/ONON.US.md) - [NKE.US](https://longbridge.com/en/quote/NKE.US.md) - [.IXIC.US](https://longbridge.com/en/quote/.IXIC.US.md) - [.SPX.US](https://longbridge.com/en/quote/.SPX.US.md) ## Related News & Research - [1 number that makes Nike's turnaround worth watching this month](https://longbridge.com/en/news/296247318.md) - [Terrible Nike Stock Historically Offers a Near-Term Bounce When Things Are This Bad](https://longbridge.com/en/news/296243221.md) - [The Slow-Motion Memecoin: Why Nike’s Multi-Year Unwind Is Taking So Long to Fix](https://longbridge.com/en/news/296137471.md) - [Nike's Historic Selloff Just Sent Another Warning](https://longbridge.com/en/news/296272383.md) - [Why Nike Stock Hit a 12-Year Low, Down 78% From Its 2021 Peak](https://longbridge.com/en/news/296174775.md) --- > **Disclaimer: This article is for reference only and does not constitute any investment advice.**