Very few sporting apparel companies reach the level of ubiquity that Nike (NKE) has achieved, or its press coverage, for that matter. Over summer of 2018, headlines flooded with Nike’s name, praising or chastising the company for naming polarizing football player Colin Kaepernick the face of its latest advertising campaign. Nike continually makes news with campaigns for big athletes from Kobe Bryant to Michael Jordan, Tiger Woods and many more.
No matter what you think about Kaep’s politics, it’s undeniable that his influence translated into a spike in the company’s earnings; shortly after releasing Kaepernick’s ad, Nike stock sharply rose over 6.25 percent, translating into $6.38 billion added to the sports giant’s value. The company also reported that the controversial ad campaign was also its most engaging. Across social media platforms and across the nation, the name “Nike” trended all over the web.
In addition to older, more controversial campaigns, Nike is celebrating its 50th anniversary in 2022 with a beautiful commercial from Spike Lee. Plus, the company sponsors a massive range of athletes that come to light here and there as track and field, tennis, golf and other sporting events take hold of the public consciousness throughout the year.
The internet is far from the only place where consumers see Nike’s signature swoop. The company sponsors athletes, teams, and events around the world. No matter where you are, be it a stadium, park, or court, chances are high that at least one of the players is wearing Nike.
Nike is the market leader when it comes to sports apparel and keeps close tabs on competitors Adidas and Under Armour to maintain its position. Becoming a Nike shareholder is a great way to earn a cut of the profits.
Why Invest in Nike?
Nike products are about more than just buying a pair of sneakers or cleats. Athletes who wear Nike see themselves as an extension of the brand. Three principles guide the sports leader’s success:
Celebrity endorsement
Nike shells out millions of dollars every year to ensure that the most talked-about and in-demand of athletes are wearing their signature swoop.
From basketball legend Michael Jordan to tennis superstar Maria Sharapova, one thing’s for certain—if an athlete’s at the top of his or her field, chances are high that he or she is getting paid big bucks to sport Nike during the game.
Every time tennis players in Nike gear get on the court, it’s obvious. Tiger Woods even looks at a golf course, and we all remember he uses Nike gear. You’re investing in a business that must keep up with extremely profitable sports.
Sports will never stop
Sports leagues around the world (and especially in America) will never stop. These are some of the most profitable enterprises in the world, and Nike is fueling many of their athletes. Plus, Nike has apparel deals with many of those teams and the best players. For example, a whole NFL team that wears Nike gear is making Nike a lot of money every year—both by paying for the gear and the free advertising.
The power of social media
Nike’s recent campaign featuring Colin Kaepernick is far from the first time the company has demonstrated its total control over the social media landscape.
In 2017, Nike launched its ambitious Breaking2 project, which challenged world-class marathon runners to complete a 26-mile run in under 2 hours—a feat never before accomplished. The post exploded on social media, spreading like a virus across multiple platforms and reaching consumers around the world. The brand focuses on quality content over quantity, which has led to Nike’s position as one of the top corporations on social media.
Diversification
Nike is a jack-of-all-trades, offering products for athletes of all disciplines, shapes, and sizes. From cheerleading shoes to track and field spikes and from yoga pants to tennis dresses, Nike offers something for everyone. Nike’s brand diversification has made it a household name and has contributed to its long-lasting success.
Ready to place your money into Nike’s stock? Use the following steps to get started on the path to owning a piece of the world’s largest sports apparel company.
How to Buy Nike (NKE) Stock
- Consider purchasing directly through Nike’s shareholder program
Nike offers a direct stock purchase plan that allows investors to purchase Nike shares without the use of a broker or firm.
To take this route, you’ll need to create an account through ComputerShare and commit to a minimum investment of at least $500. Keep in mind that you’ll also need to pay a $10 initial startup fee to begin with ComputerShare. If you choose this route, skip to Step Four in this guide. - Choose a stockbroker
If you choose not to invest in Nike directly through ComputerShare, you’ll need to work with a broker to facilitate your transactions. Luckily, the ubiquity of the internet means that you can now open an account with your own brokerage online.
Brokerage firms like TD Ameritrade, Ally Invest, and E-Trade all come along with their own set of fees, commissions, and minimum balances, so carefully consider multiple options before choosing one. Check out Benzinga’s list of the best online brokerage firms for a crash course in finding the broker that’s right for you. - Use your broker’s platform to place an order
After you’ve chosen a brokerage firm and opened an account, you’ll want to put in an order (called a “buy”) for your shares of Nike stock.
Use your broker’s platform to search for Nike using the ticker “NKE,” choose your order type, and put in your request. Your broker will then fulfill your order for you. After the trade is completed, you are an official shareholder of the Nike corporation. - Enroll in Nike’s dividend reinvestment plan
If you chose to purchase your stock directly through Nike, you may need to manually opt in to the company’s dividend reinvestment plan. Buying through a broker usually automatically does this for you, so you can skip this step.
Reach out to Nike’s investor relations team for assistance getting started in the reinvestment plan.
Where to Buy Nike Stock
Here's a short list of our favorites:
- Best For:Active and Global TradersVIEW PROS & CONS:Securely through Interactive Brokers’ website
- Best For:Commission-Free Mobile TradingVIEW PROS & CONS:securely through Robinhood's website
- Best For:Active Short SellersVIEW PROS & CONS:securely through TradeZero [SPONSORED]'s website
About Sarah Horvath
Sarah Horvath is a seasoned financial writer with a specialization in investing content. With a keen eye for market trends and a deep understanding of investment strategies, Sarah delivers insightful and informative articles tailored to investors. Her dedication to providing valuable content empowers readers to make informed decisions in the dynamic world of finance. Sarah’s expertise extends across various investment vehicles, including stocks, bonds, cryptocurrencies, and real estate. Whether analyzing market movements, evaluating investment opportunities, or demystifying complex financial concepts, Sarah’s writing is characterized by clarity, accuracy, and actionable insights. Through her engaging content, Sarah strives to educate and guide investors on their journey towards financial success.
Facts Only
Nike is a leading sports apparel company with a 50-year history.
In 2018, Nike launched an ad campaign featuring Colin Kaepernick, which increased its stock value by 6.25% and added $6.38 billion to its market capitalization.
Nike sponsors high-profile athletes, including Michael Jordan, Tiger Woods, and Maria Sharapova.
The company offers a direct stock purchase plan through ComputerShare, requiring a minimum investment of $500 and a $10 startup fee.
Nike's stock ticker is NKE.
The Breaking2 project, launched in 2017, aimed to break the 2-hour marathon barrier and gained significant social media traction.
Nike sponsors teams and events globally, including NFL teams.
The company provides a dividend reinvestment plan for shareholders.
Nike's products span multiple sports, including basketball, tennis, golf, and track and field.
Brokerage firms like TD Ameritrade, Ally Invest, and E-Trade facilitate Nike stock purchases.
Nike's 50th-anniversary campaign in 2022 featured a commercial directed by Spike Lee.
The company's social media campaigns are designed to maximize engagement and viral reach.
Executive Summary
Nike, the world's largest sports apparel company, has maintained its market dominance through strategic celebrity endorsements, social media engagement, and diversification across multiple sports. In 2018, its controversial advertising campaign featuring Colin Kaepernick generated significant media attention and a 6.25% spike in stock value, adding $6.38 billion to its market capitalization. The company continues to leverage high-profile athletes like Michael Jordan, Tiger Woods, and Maria Sharapova, reinforcing its brand identity. Nike's direct stock purchase plan allows investors to buy shares without a broker, while its dividend reinvestment program encourages long-term ownership. The company's global sponsorships, from NFL teams to international sporting events, ensure constant visibility. Social media campaigns, such as the Breaking2 marathon project, demonstrate Nike's ability to create viral content. With a 50th-anniversary campaign featuring Spike Lee and a broad product range, Nike remains a leader in sports apparel, offering investors exposure to a resilient and profitable industry.
Investing in Nike can be done through brokerage firms like TD Ameritrade or Robinhood, or directly via ComputerShare with a minimum $500 investment. The company's stock, traded under the ticker NKE, benefits from its deep integration into global sports culture and its ability to capitalize on both traditional and digital marketing channels.
Full Take
The narrative presents Nike as a dominant force in sports apparel, leveraging celebrity endorsements, social media, and diversification to maintain its market position. The strongest version of this argument highlights Nike's strategic use of controversy (e.g., the Kaepernick campaign) to drive engagement and stock value, its deep integration into global sports culture, and its ability to adapt to digital marketing trends. The article credits Nike's success to its celebrity partnerships, social media prowess, and broad product range, positioning it as a resilient investment opportunity.
However, the analysis leans heavily on Nike's marketing successes without critically examining potential risks, such as over-reliance on celebrity endorsements or the volatility of social media-driven campaigns. The emphasis on stock performance and brand ubiquity could overshadow broader industry challenges, such as labor practices or competition from Adidas and Under Armour. The narrative also assumes that sports' profitability and Nike's dominance are perpetual, without addressing economic or cultural shifts that could disrupt this model.
Root cause: The paradigm here is corporate branding as a driver of financial success, where cultural relevance and emotional engagement translate directly into market value. The unstated assumption is that Nike's ability to navigate controversy and maintain visibility ensures long-term profitability, regardless of external factors.
Implications: For investors, Nike represents a stable yet dynamic opportunity tied to global sports culture. However, the focus on short-term stock spikes (e.g., post-Kaepernick ad) may obscure longer-term risks. For consumers, Nike's dominance raises questions about market monopolization and the ethical implications of its supply chain.
Bridge questions: How might Nike's reliance on celebrity endorsements backfire if public sentiment shifts? What are the ethical considerations of investing in a company with a history of labor controversies? How sustainable is Nike's social media-driven growth model in an era of platform algorithm changes?
Counterstrike scan: A coordinated influence campaign would amplify Nike's successes while downplaying risks, using emotional appeals (e.g., "invest in a brand that stands for something") and authority signals (e.g., celebrity endorsements). The actual content aligns with this pattern but does not appear manipulative—it presents a balanced view of Nike's strengths without overt distortion.
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