Nike Stocks Rise After CEO Elliott Hills $1 Million Stock Purchase

NIKE shares got a confidence boost after CEO Elliott Hill bought roughly $1 million worth of stock, a move that investors read as a strong vote of faith in the brand’s long-term recovery. The insider buy comes at the end of a tough 2025 for NIKE, with the company now trying to turn the page heading into 2026.

Insider buying details and market reaction

According to regulatory filings, Elliott Hill acquired about 16,388 shares of NIKE at an average price of around $61.10 per share on December 29, 2025, bringing his direct holdings to roughly 241,587 shares. The open-market purchase—coded as a “P” transaction—means Hill used his own cash to buy stock rather than relying on options or grants.

The disclosure sparked an immediate reaction: NIKE shares rose between 2.1% and 2.8% in early trading and after-hours moves, and one screen flagged a 4.1% jump as the news filtered through the market. Analysts note that insider buying from top executives is often viewed as a signal that leadership believes the stock is undervalued and that the company’s strategy will pay off over time.

Nike’s stock slump and insider vote of confidence

The backdrop to Hill’s purchase is a multi-year slide in NIKE’s share price. The stock is down about 18% in 2025, marking a fourth straight year of declines and leaving shares roughly

50% below their levels of three years ago. Challenges have included softer demand and margin pressure in CHINA, shifting consumer trends, and the broader impact of tariffs and a more competitive global sportswear market.

Hill, who returned to NIKE in late 2024 after retiring in 2020 and now leads as CEO, is tasked with guiding a turnaround across product, brand heat, and inventory. His stock buy follows a roughly $3 million open-market purchase by Apple CEO and long-time NIKE board member Tim Cook, and additional insider buying by director Robert Swan, reinforcing the sense that leadership sees upside at current valuations.

What it signals for investors and the brand

For investors, the cluster of insider buys offers a rare, clear message: senior leaders are willing to commit personal capital at a time when the share price is under pressure. That can help stabilize sentiment, especially as NIKE leans into restructuring, product resets, and marketing pushes aimed at reigniting demand in NORTH AMERICA and rebalancing exposure in CHINA.

At the brand level, the move underscores NIKE’s effort to reconnect long-term vision with shareholder expectations, positioning Hill not just as an operator, but as an owner-minded leader. With 2026 shaping up as a pivotal year for performance, innovation, and channel strategy, the question is whether this insider confidence translates into a sustained rebound in both fundamentals and the stock.