Zhitong Finance has learned that Nike (NKE.US) will announce its latest quarterly performance in the US stock market after hours on Tuesday, which will be the first financial report released by the company since the new CEO was announced earlier this month. According to analysts compiled by LSEG, Nike's first quarter revenue is expected to drop by 10% to $11.65 billion, the largest decline in over four years; earnings per share are expected to decline by 44.7% to 52 cents.

Nike announced on September 19th that Elliott Hill will take over as CEO from John Donahoe starting October 14th, Hill previously worked at this sportswear giant for 32 years until his retirement in 2020. Hill faces a daunting task of turning around this once dominant brand, as its market share is declining and it has recently faced challenges from smaller, more agile competitors like Decker, new brand Hoka, and On supported by Roger Federer.

Jay Woods, Chief Global Strategist at investment bank Freedom Capital Markets, said: "This will be one of the quarters where they might try to throw as much bad news as possible, deal with it, and start over."

Woods hopes investors will give Hill a 'grace period,' but he added: "The question is, with his experience and deep connection to the iconic Nike brand, can he...bring some magic back?"

Four investment banks lowered Nike's target stock price this quarter, but after Nike announced Hill's return, five investment banks raised their target stock price. Since Hill's appointment as CEO, Nike's stock price has risen by more than 10%, offsetting some of the losses after the worst day in June.

Investors will also closely watch for any boost from the Paris Olympics. Research company Similarweb stated in August that Nike and Puma saw a significant increase in visits to their direct-to-consumer websites in the first week, converting to a large proportion of sales.

戦略難題

HokaやOnに負けた後、ナイキはいくつかの製品を早めに発表する必要がありました。HokaやOnのファッション性と快適さを備えた靴シリーズが消費者の共感を呼んでいます。ナイキの株を保有しているAptus Capital Advisorsの株主デイブ・ワグナーは、「小売ブランド、特に靴ブランドを見ると、新興参入企業がここで魅力をすべて持っているように見えます。ナイキはもっと革新を行う必要がありますが、現時点では列車の後ろに取り残されているだけです。」と述べています。

過去2四半期で、ナイキはエアマックスDNやペガサス41などの新しいランニングシューズを発売し、100ドル以下の新しいスポーツシューズシリーズを発売する計画を発表しました。コストに重点を置く消費者を引き付けるためです。しかし、これらの措置はまだ大きな成果を示していません。

同時に、会社は一部の靴を再発売し、色などをわずかに調整しました。Jane Hali＆Associatesのシニアアナリストジェシカ・ラミレスは、これでは不十分だと考えています。ラミレスは、「下半期がナイキにとって有利だとは考えていません... 2025年の新製品を見るまでです。」と述べています。