Nike's "Your Choice" Campaign Boosts Men's Footwear Sales at Foot Locker

Nike has reclaimed its top spot in men's footwear at Foot Locker stores due to its "Your Choice" campaign, focusing on core running models. J.P. Morgan maintains an Overweight rating on Nike, with analysts forecasting a potential upside of 0.39% from the current trading price of $77.34. The average price target is $77.64, and the stock is rated with an average brokerage recommendation of 2.4, indicating an "Outperform" status.

Nike Inc. has regained its top spot in men's footwear at Foot Locker Inc. stores, a significant development that underscores the company's strategic pivot under its new CEO, Elliott Hill. According to J.P. Morgan, Nike's running shoes are now prominently featured in the lead columns of Foot Locker's men's sections, marking a notable improvement from its previous placement behind competitors like On, Hoka, Adidas, and New Balance [1].

This shift is part of Nike's "Your Choice" campaign, which focuses on core running models such as the Pegasus, Vomero, and Structure shoes. The campaign aims to boost sales of these products and reclaim market share in the running shoe segment, where Nike had previously ceded ground to competitors [1].

The move comes as Nike seeks to rebuild its wholesale partnerships and refocus on its core sports products. The company's previous strategy of prioritizing direct-to-consumer sales and online channels had led to a decline in its market share at retail partners like Foot Locker. Under Hill's leadership, Nike is now working to mend these relationships, as evidenced by the renewed prominence of its products in Foot Locker's stores [1].

Analysts are optimistic about Nike's turnaround efforts. J.P. Morgan maintains an Overweight rating on the stock, forecasting a potential upside of 0.39% from the current trading price of $77.34. The average price target is $77.64, and the stock is rated with an average brokerage recommendation of 2.4, indicating an "Outperform" status [2].

Moreover, several institutional investors have taken new stakes in Nike. Glenview Capital Management, led by billionaire Larry Robbins, increased its holdings in Nike by 50,055 shares in the second quarter of 2025. This move reflects confidence in Nike's growth prospects and its ability to adapt to changing market conditions [3].

Nike's stock has gained nearly 2% so far this year but has declined over 7% in the last 12 months. However, the recent strategic shift and positive analyst sentiment suggest a potential turnaround for the company [2].

References:
[1] https://www.bloomberg.com/news/articles/2025-08-18/nike-regains-spotlight-at-foot-locker-for-first-time-in-years
[2] https://newsable.asianetnews.com/markets/nike-reclaims-pole-position-at-foot-locker-says-jpmorgan-retail-investors-believe-ceo-elliott-hill-is-making-the-right-moves-articleshow-dugw60r
[3] https://www.quiverquant.com/news/Fund+Update%3A+SATURNA+CAPITAL+CORP+added+50%2C055+shares+of+NIKE+%28%24NKE%29+to+their+portfolio