Tim Cook bets big on Nike amid market turbulence

Apple CEO Tim Cook, who also serves as Nike’s lead independent director, has made another significant investment in the sportswear giant. On April 10, Cook purchased 25,000 shares of Nike at $42.43 per share, totaling approximately $1.06 million. This latest acquisition boosted his stake in the company to over 130,000 shares, and the news triggered a nearly 3% rise in Nike’s stock price the same day.

However, Cook’s previous purchase in December 2025 at $58.97 per share for 50,000 shares is now down about 25%, raising questions about the timing of his investments. At the time, the move was seen as a potential bottom-fishing strategy, but Nike’s stock continued to decline, proving there was more downside.

Nike’s challenges are well-documented. The company’s stock has plummeted nearly 47% year-to-date in 2026, with its Greater China operations experiencing nine straight quarters of decline, including a 22% year-over-year drop in the latest quarter. New shoe releases have struggled, with the Air Jordan’s $1,599 retail price being cut in half on resale platforms like Getchu.

Despite these setbacks, there are positive signs. Nike’s fourth-quarter net profit surged 407% year-over-year, and gross margins have shown improvement. Both Cook and Nike CEO John Halliday have increased their holdings, suggesting confidence in the stock’s long-term value. The question remains: Is Cook’s move a strong signal, or should investors proceed with caution?