Nike Stock Closes at 12-Year Low, Down 78% as Market Share Falls to 22.9%
Updated
Updated · Forbes · Aug 19
Nike Stock Closes at 12-Year Low, Down 78% as Market Share Falls to 22.9%
3 articles · Updated · Forbes · Aug 19
Summary
Nike closed at its lowest level since 2014, about 78% below its November 2021 peak, as investors increasingly question whether the company’s competitive moat has weakened rather than merely its valuation.
22.9% of the global sports-footwear market went to Nike in 2025, marking a third straight annual share decline as Adidas regains ground and Hoka, On, Anta and Li Ning win more purchases.
Eight straight quarters of falling China sales have sharpened that concern: Greater China revenue dropped 17% on a currency-neutral basis in the latest quarter despite changes to online distribution and discounting.
Elliott Hill is rebuilding wholesale ties and pushing new products such as the Vomero 18, which reached $100 million in sales in its first three months, but investors are looking for sustained full-price demand and share stabilization.
The broader warning is relevance: Nike still has scale, cash and brand power, yet the risk is that consumers keep choosing rivals a little more often, echoing how dominant brands can fade before financial damage fully shows.