NIKE Raises Price Target to $100, Expects Business Improvement Amid Win Now Strategy.

Williams Trading raised its price target on NIKE (NKE) stock to $100 from $73, maintaining a "Buy" rating. The firm expects NIKE's US marketplace to be largely cleaned up by September end and the full price Air Force 1 sales to turn positive on a YoY basis. NIKE expects business improvement via its Win Now strategy actions and a moderation of headwinds.

Williams Trading has raised its price target on NIKE (NKE) stock to $100 from $73, maintaining a "Buy" rating. The firm expects NIKE's US marketplace to be largely cleaned up by the end of September, with full price Air Force 1 sales turning positive on a year-over-year (YoY) basis. Williams Trading attributes this positive outlook to NIKE's "Win Now" strategy and the moderation of headwinds.

The upgrade comes as NIKE has been the subject of several recent positive analyst reports. JPMorgan Chase & Co. raised its price target for NIKE from $64 to $93, while the consensus target price for the stock is now $78.22 [1]. Additionally, NIKE was upgraded by Zacks Research from a "strong sell" rating to a "hold" rating, reflecting a more favorable view of the company's prospects [1].

NIKE recently reported quarterly earnings, posting $11.10 billion in revenue, exceeding analyst expectations despite a year-over-year revenue decline of 11.9%. The company's earnings per share (EPS) for the quarter were $0.14, beating the consensus estimate of $0.12 [1]. NIKE's return on equity was 23.33%, and its net margin was 6.95%, indicating strong financial performance.

Williams Trading's optimistic outlook is also supported by NIKE's recent legal settlement with StockX. The sportswear brand and the resale platform resolved their longstanding trademark lawsuit, with both parties confirming the case was settled on confidential terms [2]. This resolution could help NIKE focus on its core business and growth strategies.

Institutional investors have also shown confidence in NIKE, with several firms recently increasing their holdings in the company. Mascoma Wealth Management LLC, Heck Capital Advisors LLC, Stone House Investment Management LLC, Halbert Hargrove Global Advisors LLC, and Twin Peaks Wealth Advisors LLC have all purchased new positions in NIKE in the past quarters [1].

References:
[1] https://www.marketbeat.com/instant-alerts/nike-nysenke-stock-rating-upgraded-by-zacks-research-2025-08-28/
[2] https://www.yahoo.com/entertainment/celebrity/articles/nike-stockx-settle-trademark-lawsuit-155830770.html