Given Nike's global brand recognition and dominance in the athletic apparel space, it's no surprise that many investors are curious about how to buy Nike stock and whether it's a smart addition to their portfolio.
According to historical data, investors who bought Nike shares in early 2020 and held them through 2025 would have been a negative return — despite the company's status as a market leader.1 The stock soared during the early pandemic years but has since struggled to maintain momentum.
Investors interested in buying Nike stock should review the company's recent performance, consider the pros and cons and learn more about how it might fit into a long-term investing strategy.
Nike stock price today
How to buy Nike stock (NKE)
As a member of the S&P 500 and a global leader in athletic apparel, Nike is easy to find on most major trading platforms. Here's how to get started.
- 1 Choose a brokerage account. If you don't already have a brokerage account, find a reputable platform that offers U.S. equities like Nike. Compare fees, features and ease of use to find one that fits your investing style.
- 2 Fund your account. After setting up your account, you'll need to deposit money before placing a trade. Most brokerages allow you to link a bank account and transfer funds via Automated Clearing House (ACH). Some also accept wire transfers, debit cards or PayPal, just be aware of any potential fees.
- 3 Search for Nike stock. Once your funds are available, type "Nike" or the company's ticker symbol "NKE" into the brokerage's search bar. You'll land on Nike's quote page, where you can review the current price, charts and relevant news.
- 4 Decide how much to invest. When you're ready to buy, enter the number of shares you want. Some brokerages may require whole shares, while others allow you to buy fractional shares — which can be helpful if you're working with a smaller budget.
- 5 Choose your order type. You'll typically be given the option between a market order, which buys the stock at the current price, or a limit order, which lets you set a specific price you're willing to pay. Limit orders may not execute right away but offer more control.
- 6 Review and confirm. Before submitting your order, double-check the details, including any fees or commissions. Once confirmed, your shares should appear in your account shortly after the order is filled.
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About Nike
Nike began as Blue Ribbon Sports in the 1960s as an importer of Japanese running shoes.2 The company rebranded as Nike in 1971, drawing inspiration from the Greek goddess of victory, and launched its own footwear line.
Over the following decades, Nike became a dominant force in sportswear, thanks in part to high-profile partnerships like its ongoing collaboration with Michael Jordan. Its iconic "Swoosh" logo and "Just Do It" slogan helped cement its place in global pop culture.
While Nike remains best known for its footwear, it has steadily expanded into apparel, accessories and equipment. Headquarted in Beaverton, Oregon, the company now sells products in more than 170 countries.3
Is Nike a good stock to buy?
Nike is a major player in the global sportswear industry, known for its brand recognition, product innovation, and long-standing partnerships with athletes and sports organizations.
That said, its stock has seen notable fluctuations in recent years. Nike shares rose significantly between 2020 and 2021 — gaining more than 100% at their peak — but have since trended downward. As of 2025, the stock's price is lower than it was in 2020, reflecting a period of sustained volatility,
As with any investment, buying Nike stock involves weighing the company's strengths against market conditions and your personal financial goals. Investors may want to review the company's financials, recent performance and competitive landscape before making a decision.
Pros and cons of buying Nike stock
Pros
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Global market presence. Nike is one of the most recognizable brands in the world, with a strong foothold in the athletic apparel industry. Its long history, high-profile partnerships and wide product range help it remain a leading name despite strong competition.
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Financial stability. Nike has consistently reported solid performance in key financial areas, including revenue, free cash flow and net income. Its strong balance sheet may appeal to investors seeking companies with a track record of financial resilience.
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Dividends and buybacks. Nike pays regular dividends — currently $0.40 per share quarterly — and frequently repurchases its own stock.4 These actions can benefit shareholders by returning capital and reducing dilution over time.
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Ongoing innovation. Nike is known for its focus on innovation, from the introduction of Air Max cushioning to newer technologies like Flyknit. This continued emphasis on product development helps the brand stay competitive in a fast-moving market.
Cons
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Competitive market. Nike operates in a highly competitive space, with major rivals like Adidas, Puma, Under Armour and Lululemon. Intense competition can affect pricing power, brand loyalty and overall market share.
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Global trade laws and supply chain risks. Nike's international footprint also exposes it to geopolitical risks, trade policies and supply chain disruptions. Events like tariffs or global health crises can impact production and distribution.
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Relies on consumer demand. Demand for Nike products is tied to consumer preferences and economic conditions. During downturns, discretionary spending on athletic wear may decline, which can affect sales and profitability.
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Lackluster recent performance. Over the past five years, Nike stock has underperformed compared to earlier periods. As of 2025, the stock trades below its 2020 levels, which may give some investors pause when evaluating its long-term growth potential.
FAQs
Eric Esposito is a freelance contributor on MoneyWise with an interest in financial markets, investing, and trading. In addition to MoneyWise, Eric’s work can be found on financial publications such as WallStreetZen and CoinDesk. When not researching the latest stock market trends, Eric enjoys biking, walking his dog, and spending time with family in Central Florida. Eric holds a BA in English from Quinnipiac University.
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