{
  "id": 8050639,
  "title": "Nike (NKE) Is Down 40% YTD: Will the Turnaround Strategy Work?",
  "url": "https://urgent.news/2026/09/17/nike-nke-is-down-40-ytd-will-the-turnaround-strategy-work",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-09-17T15:32:50.000Z",
  "source": {
    "name": "Yahoo Finance",
    "slug": "yahoo-finance",
    "url": "https://finance.yahoo.com/markets/stocks/articles/nike-nke-down-40-ytd-153250563.html"
  },
  "original_language": "en",
  "account": "On September 15, investment firm Telsey Advisory Group lowered its price target for Nike (NKE) from $47 to $44 while maintaining a Market Perform rating. The research firm claimed the company's turnaround efforts are progressing slowly, despite its focus on sports, product portfolio rebalancing, and direct-to-consumer channel expansion. Telsey Advisory Group pointed to weak performance in sportswear, international markets, and NIKE's direct-to-consumer channels, predicting that these trends will not significantly improve until fiscal 2028. Additionally, the firm expects shares to remain range-bound until there is more visibility into the company's ability to restore sales growth and operating margin expansion. These insights come ahead of the company's first-quarter fiscal 2027 results, scheduled for October 1, 2026. Nike has experienced a substantial decline since its 2021 peak, with shares falling nearly 80%, resulting in a loss of over $200 billion in market capitalization. As of September 15, the stock was down more than 40% for the year. Nike is also dropping out of the S&P 100 after an 18-year tenure. The company's Win Now turnaround plan includes cost cuts and a more balanced approach between wholesale and direct-to-consumer businesses. NIKE's fiscal 2026 results, showing flat revenue and weak wholesale growth, highlight the challenges of the turnaround. Hedge fund interest in Nike has also decreased, with 56 hedge funds holding positions in the stock as of the second quarter of 2026, down from 71 in the first quarter. Short interest stands at 7.92% of the company's float, suggesting some bearish positioning. The upcoming earnings report on October 1 will provide crucial insights into whether NIKE's strategy is working or if recovery will take longer.",
  "summary": null,
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}