Apple chief executive Tim Cook has increased his personal investment in Nike, a move widely viewed as an endorsement of the sportswear company’s ongoing turnaround and broader growth push under chief executive Elliott Hill.
Regulatory filings show that Cook, a long-standing member of Nike’s board, recently purchased 50,000 shares in the company, nearly doubling his holding. The transaction marked the largest open-market share purchase by a Nike director or executive in more than a decade, according to market analysts.
Industry observers said the investment underscored confidence in the strategic direction set by Hill, who has been seeking to reinvigorate demand through renewed marketing, sharper product innovation and a stronger focus on core performance categories such as running and sports. Analysts noted that Cook’s decision was seen as a positive signal regarding progress under the company’s “Win Now” initiatives.
Nike’s leadership has been working to reposition the brand amid a challenging operating environment that has included margin pressure and uneven performance in key markets, particularly China. As part of its recovery strategy, the company has also sought to rebuild relationships with major wholesale partners, including Dick’s Sporting Goods, to improve in-store visibility and reach a wider consumer base.
Portfolio managers and analysts said the turnaround effort was still at an early stage and continued to face headwinds, including elevated costs, intense competition from newer athletic brands and the need to clear excess inventory built up in previous years. Some investors have remained cautious, pointing to the prolonged impact of weaker innovation in certain categories and the loss of market share in recent periods.
Cook has served on Nike’s board since 2005 and has been its lead independent director since 2016, following the departure of co-founder Phil Knight as chairman. Analysts said Cook has remained closely involved in advising the company on strategic matters, including leadership decisions and long-term growth planning.
While challenges persist, market participants said the increased investment by a senior board member highlighted internal confidence that Nike’s strategy to restore momentum, strengthen its brand and return to sustainable growth is gaining traction.
