Maybe, come back in three years
Everyone knows that Nike is struggling at the moment. Adidas just embarrassed them on their home soil during the World Cup, and Nike didn’t even have a comeback. To Gen Z, Nike is a dad brand, as Air Force 1 and Jordan 1 are considered dad sneakers. Five years ago, these sneaker brands were worn by every generation, and even Gen Z kids made it look like these sneakers were made for their era.
Adidas’ global dominance has been scary, and even Nike has to stand there and watch. The global strategy that Adidas has implemented was simple but effective, as the company didn’t rely on big celebrity endorsements, which cost money, or give lifetime contracts to players who will retire one day.
This is what Nike did, and this is the reason why they are struggling, because the likes of Ronaldo and LeBron James will retire in a couple of years, and their lifetime contracts will become a burden for the company. Adidas hasn’t given any lifetime contracts, even to Messi, who is a GOAT in the game; Adidas has positioned itself well because it has used Messi when it suits it, such as in advertisements for the Copa America or the FIFA World Cup.
But fashion moves quickly, and the next minute Nike is back in style, and people will reclaim their love for the brand. Nike’s share price has plummeted since 2021, and as of September 2026, it stands at $38.40; this is relatively low for a multinational corporation.
Rumours suggest Nike will leave the S&P 100, which would be a blow for the company. However, for investors, this may be the best time to buy Nike’s shares because, in three years, Nike could return with nostalgic trainers similar to what Adidas has done with the Samba and Gazelle. Buying shares in Nike will be the best idea as an investor because the market capitalisation for Nike will increase and shares will soar. This is the best investment opportunity right now.
