After a sharp decline, three insiders stepped in to buy shares of U.S. apparel giant Nike.
On December 19, 2025, Nike experienced its steepest drop in some time, with shares tumbling 10.5% following the release of its latest earnings report. The results were mixed—highlighted by strong growth in running products but disappointing performance in China. Despite some positives, the market’s reaction indicated a notable decrease in investor confidence regarding Nike’s recovery prospects.
In this article, we examine the recent insider purchases, including buys from Nike’s CEO Elliott Hill and Apple CEO Tim Cook. Their actions suggest a bullish outlook on the stock, signaling a potential opportunity. But should investors follow their lead or approach Nike stock with caution?
Nike gains $3.5 million buy-in from independent directors, boosting investor confidence

Following Nike’s earnings report, the stock fell sharply below $60 per share— a level not seen since May 2025. On December 22, Tim Cook made a notable move, purchasing approximately $2.95 million worth of Nike shares at an average price near $59 each. Cook has been closely involved with Nike for many years.
He joined Nike’s Board of Directors in 2005 and currently serves as the Lead Independent Director. While independent directors are not company employees nor have other business ties beyond their board roles, they provide crucial oversight by advising management and balancing executive power.
As Lead Independent Director, Cook plays a key role in holding Nike’s management accountable and assessing their performance to ensure they act in shareholders’ best interests.
Notably, independent director Robert Swan also bought $500,000 worth of Nike shares on December 22, 2025. The purchases by Cook and Swan demonstrate that Nike’s independent directors remain confident in the company’s future direction.
Nike insiders Hill, Cook, and Swan signal confidence through recent share buys
These two purchases become even more significant when viewed alongside a recent insider buy by Nike CEO Elliott Hill. On December 29, 2025, Hill acquired just over $1 million worth of shares at an average price of approximately $61.
While Hill’s purchase alone is a bullish indicator, the combined activity of these three insiders strengthens the overall positive outlook. It indicates that both Nike’s management and its independent directors share confidence in the stock’s potential recovery.
Typically, management and independent directors serve as checks and balances to each other, so this consensus is a promising sign. It suggests that Hill’s optimism is supported by those tasked with scrutinizing his strategies. However, there remains the possibility that these insider buys were aimed at bolstering investor sentiment, making it somewhat challenging to gauge their true conviction.
Following a dip to just above $57 on December 22, 2025, Nike’s shares have surged nearly 13% to around $64.50. The stock climbed more than 4% on two occasions, largely driven by the impact of these insider purchases.
Limited short-term upside seen by analysts, with strong long-term growth prospects
Despite the optimism shown by Hill, Cook, and Swan, market consensus remains uncertain. The average price target for Nike stands just below $76, suggesting about an 18% potential gain.
However, MarketBeat’s data reveals that over 15 analysts lowered their price targets following Nike’s December 18, 2025 earnings report. The revised average target is around $69, indicating a more modest upside of approximately 7%.
For Nike to succeed moving forward, increasing sales growth while minimizing discounting is critical. Achieving this would boost profit margins and help reverse the recent decline in free cash flow.
Though progress in this area has been limited so far, Nike’s strong brand recognition offers significant leverage to improve these metrics. Currently, shares trade about 47% above their 10-year low but would need to climb roughly 158% to match their 10-year high.
While the long-term outlook appears generally positive, the possibility of short-term declines persists as long as investors remain unconvinced by Nike’s progress.
Sources: MarketBeat























