Before you buy Nike because you think it’s cheap you have to read this word by word!!!
Our bear thesis on
$NIKE from two years ago was just completely codified after this earnings report.
Wall Street and boomers will fixate on the surface level EPS "beat" ($0.48 vs $0.44 expected), but anyone reading past line one knows this print is an utter trainwreck.
Nike didn't beat on operational strength at all…they beat because they slashed expenses, rode a lower tax rate, and cleared a bar dragged into the gutter over the last 90 days and mind you it’s not even working.
The stock tumbling 6% after hours is just another message that the market is finally realizing this isn't a temporary bump, but a structural unwinding of a once a global giant that bears feared.
The top line miss and mgmt’s warning of high single digit sales declines for the full year signal an accelerating contraction.
Their direct to consumer strategy has officially blown up…NIKE Direct fell 8%, Digital sank 13%, and owned stores dropped 5%. Alienating wholesale partners to build proprietary channels failed the moment aggressive discounting stopped. Meanwhile, the innovation engine has stalled out, and consumers are actively fleeing to On, Hoka, and Adidas.
Geographically, a 22% plunge in Greater China is a total brand rejection, not just a macro slowdown, as local players devour their market share…in Europe too, every chick has a brand now days and instagram models are ratings it’s lunch not to mention the athletes don’t matter anymore.
Even Converse collapsing 28% across all regions and marketing spending up 5.4% just to push lower total sales, operational efficiency has broken down.
Hiding behind a multi year restructuring program to cut costs is pure corporate surrender…you can't cost cut your way back to cultural heat.
Guidance proves their earnings power is halved, confirming your bear call was dead on.
Would not touch here in a million years.