Nike North America Sales Growth and Inventory Reset Bolster Turnaround, Analysts Say

Nike's brand momentum appears to be improving, according to Jefferies analysts, who cite renewed consumer interest, improved retail execution, and strengthening digital trends as indicators of the company's turnaround strategy gaining traction. The analysts point to Nike's return to the Lyst Index Top 20 Hottest Brands list for the first time in two years and improved in-store execution at key retail partners as positive indicators. Digital data trends and recent fiscal second-quarter results, including North America's return to sales growth and progress in clearing excess inventory, also support the turnaround.