$Nike(NKE.US)

Background:

Nike is currently in a deep turnaround phase rather than a normal growth phase. FY2026 revenue fell about 2% to $46.4B, and the stock closed at $35.78 on Sept. 16, 2026, more than 50% below its 52-week high.

My trade:

suffering from about 40% loss, I wouldn't average down aggressively yet. My entry isn't catastrophic for a company like Nike because the brand, global distribution and balance sheet remain substantial assets—but the problem is that the turnaround may take several years, and the stock can remain depressed while earnings recover.

Takeaway:

I would HOLD the existing Nike shares, but I would not add heavily yet.

The $57.57 cost basis is high relative to today's price, but selling at ~$36 would crystallize a very large loss just as Nike is attempting a turnaround.