Nike shares surged nearly 4% in early trading on Wednesday, December 24, after Tim Cook made a significant personal investment in the sportswear giant.
According to a regulatory filing, Cook purchased 50,000 shares of Nike at $58.97 per share. This purchase doubled his stake to approximately 105,000 shares, which are now valued at nearly $6 million.
Cook has served on Nike’s board since 2005. Analysts say this marks the largest open-market share purchase by a Nike director or executive in more than a decade. The move sent a strong signal to the market.
Nike Shares Pop After Tim Cook Nearly Doubles Stake In The Athletic Apparel Gianthttps://t.co/u1v8y5ELLm pic.twitter.com/q7ApFobmhD
— Forbes (@Forbes) December 24, 2025The investment arrives during a difficult time for the company. Nike recently reported lower quarterly margins and ongoing weak demand in China. Since its earnings report on December 18, the stock has dropped approximately 13% and is on track for its fourth consecutive annual decline.
Read: Warren Buffett Praises Tim Cook for Outearning Him at Berkshire’s Apple Bet
Cook’s decision has helped restore some investor confidence. As Apple’s chief executive, he carries significant weight in the markets.
$NKE is seeing a 5% pop after Tim Cook disclosed that he bought about $3 million worth of Nike shares.@TomWhite_S points out that investors remain concerned about Greater China.
For more market news, tune into: https://t.co/7q7u8ad7KE pic.twitter.com/dbKQ8EIJNr
— Schwab Network (@SchwabNetwork) December 24, 2025While the purchase does not eliminate Nike’s short-term risks, it highlights Cook’s confidence in the brand’s future. At current prices, he seems to see long-term value that surpasses near-term pressures.
