Wells Fargo cuts Nike price target on weak demand

Investing.com -- Wells Fargo lowered its price target for Nike Inc (NYSE: NKE) to $92 from $95, warning of continued headwinds for the sportswear giant amid weak direct-to-consumer sales, prolonged order cuts for key products, and rising promotional activity.

The bank also lowered its revenue and earnings estimates below Wall Street consensus, projecting fiscal year 2024 EPS at $2.50, compared with analysts' average estimate of $2.71.

It cited weaker-than-expected holiday markdowns and sluggish demand for popular franchises like Air Jordan 1 and Air Force 1.

Wells Fargo (NYSE: WFC) also noted that FX headwinds have grown, with supplier checks suggesting that current "Franchise Management" efforts will be extended into 2025.

Nike's DTC sales dropped 24% year-over-year in the second quarter, with traffic and resale premiums on platforms like StockX also showing steep declines. Wells Fargo noted that new leadership’s inventory reset strategy could extend into 2025, prolonging the company's turnaround.

‘We noticed poor brand heat in 2Q as well, with 2Q social mentions deteriorating to -13% and -37% for Instagram and TikTok, respectively — signaling recent launches/marketing buzz were not enough to move the needle upwards for NKE just yet,” analyst wrote.

Wells Fargo maintained its "overweight" rating, on Nike's long-term prospects once strategic changes take effect.

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