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Nike and Foot Locker stocks dive as Nike cuts revenue forecast

by Olga Sokolova

In a significant market development, shares of Nike and Foot Locker experienced a sharp decline following Nike’s announcement of a reduced revenue outlook and substantial cost-cutting measures. This news has particularly impacted Foot Locker, given its heavy reliance on Nike merchandise. Nike’s stock witnessed a significant drop of over 10% on Friday, while Foot Locker, a retailer largely dependent on Nike products, saw its shares decrease by more than 4%.

Nike and Foot Locker stocks dive as Nike cuts revenue forecast

The downturn came in the wake of Nike’s earnings report on Thursday, which revised the company’s revenue growth expectations to just 1% for the fiscal year, a stark contrast from the previously anticipated mid-single digit growth. Additionally, Nike disclosed plans to implement cost reductions totaling around $2 billion over the next three years. The revised forecast is largely attributed to mounting challenges, particularly in regions like Greater China and EMEA (Europe, the Middle East, and Africa), as noted by Nike’s finance chief, Matthew Friend, during the earnings call.

Factors such as diminished digital traffic and the impact of a strengthening U.S. dollar were highlighted as key contributors to the revised revenue expectations. Analysts from TD Cowen expressed concerns over Nike’s marketing strategies outside its core areas of basketball, streetwear, and lifestyle trends. They observed that Nike’s innovations in its premium product line are not achieving widespread success and pointed out the disruption caused by smaller competitors in the footwear and apparel sectors. Consequently, TD Cowen downgraded Nike’s stock from “outperform” to “market perform.”

Contrastingly, Goldman Sachs analysts maintained their buy rating on Nike’s stock. However, they acknowledged the concerns raised by the company’s report, which included indications of a slowing growth momentum due to challenging macroeconomic conditions and a more competitive market environment. They also noted that the company’s emphasis on managing key franchise life cycles could potentially hinder sales momentum in the future.

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