Nike's World Cup Jersey Shortage Leaves Millions on the Table
NKE is trading near its 52-week low of $40 (11% above the low).
Summary
Nike ran out of U.S. soccer jerseys during the World Cup, missing a critical sales window as the team advanced. The company restocked too late, initially discounting jerseys 17% after elimination. Shortages hit multiple federations, with Norway's kit reselling for over $300. Nike sold 2.5x more kits pre-tournament than in 2022, but 28% of its World Cup merchandise sold out in two weeks versus 7% for Adidas. This operational failure compounds existing struggles: revenue fell 10% in fiscal 2025, and the company is projecting further declines. The missed full-price sales and margin opportunity underscore execution risks during a fragile turnaround.
At the time of this announcement, NKE was trading at $44.36 on NYSE in the Trade & Services sector, with a market capitalization of approximately $65.7B. The 52-week trading range was $40.00 to $80.17. This news item was assessed with negative market sentiment and an importance score of 8 out of 10. Source: Dow Jones Newswires.