Freedom Broker Upgrades Nike (NKE) to Buy

(Updated - October 2, 2026 2:29 PM EDT)

Freedom Broker analyst Georgy Vashchenko upgraded Nike (NYSE: NKE) from Sell to Buy with a price target of $51.00 (from $54.00).

The analyst comments "NIKE, Inc. reported a weaker-than-expected revenue performance in Q1 FY2027, primarily reflecting a sharp deterioration in Greater China and continued pressure across EMEA. Management acknowledged that the company still has significant work to do across NIKE Sportswear, Jordan Brand and Greater China, while emphasizing that the turnaround will require a multi-year reset. The company simultaneously launched Pace, a broad operatingmodel transformation designed to accelerate the “Sport Offense” strategy, improve organizational productivity and simplify the company's global operating structure. Nike expects Pace to generate approximately $2.5 billion of cumulative savings through FY2031, with approximately $1.0 billion of pretax implementation charges through FY2031, in addition to approximately $0.3 billion of severance costs recognized in FY2026. Approximately $0.3 billion of additional charges are expected in FY2027. For FY2027, Nike now expects revenue to decline at a highsingle-digit rate. Management also indicated approximately 400 bps of revenue pressure in Q2, driven by difficult comparisons and deliberate marketplace actions. Adjusted diluted EPS is expected at $1.15–$1.35, excluding approximately $0.15 of restructuring expenses related to Pace. Management plans to provide a more detailed long-term financial framework and strategic update at its Investor Day in November, including its long-term growth algorithm and financial objectives. We lowered our price target to $51 while upgraded our rating to Buy from Hold."

For an analyst ratings summary and ratings history on Nike click here. For more ratings news on Nike click here.

Shares of Nike closed at $35.15 yesterday.

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