Key Points Nike stock has been hit with huge sell-offs in 2026 and is down 79% from its high. The company's big bet on the Chinese market has been a flop. The company's bet on direct-to-consumer sales has also created major problems. 10 stocks we like better than Nike › Times are tough for Nike (NYSE: NKE) shareholders. The company's share price is down roughly 42% year to date as of this writing, and it trades off roughly 79% from its lifetime high. Over the last 10 years, the stock is down 33.5%. Meanwhile, the S&P 500 's level has risen nearly 260%. What's behind the footwear and apparel leader's stock collapse? Nike's problems are multifaceted The core growth bets that Nike put in place a decade ago have not panned out.
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