Apple CEO Tim Cook has made a bold move in the stock market by nearly doubling his personal stake in Nike, signaling confidence in the sportswear company's ongoing turnaround efforts.
According to a regulatory filing, Cook purchased 50,000 Nike shares on December 22 at an average price of $58.97 per share, investing roughly $3 million.
This brings his total holdings to about 105,000 shares, valued at nearly $6 million, MacRumors reported.
Nike shares responded positively to the news, climbing 4.6% on Wednesday following the disclosure.
The jump came after the stock had fallen sharply in the days following Nike's latest earnings report, which revealed weak quarterly margins and slower sales in China.
The company, led by CEO Elliott Hill, is working to revive demand through fresh marketing strategies, product innovation, and a focus on running and sports lines while gradually phasing out underperforming lifestyle brands.
"This move is a positive signal for the progress under CEO Elliott Hill and Nike's 'Win Now' strategy," said Jonathan Komp, an analyst at Baird Equity Research.
The purchase is also believed to be the largest open-market stock buy by a Nike director or executive in more than a decade.
Apple chief Tim Cook bought shares worth about $3 million in Nike, nearly doubling his personal stake in the sportswear maker and signaling confidence in the turnaround strategy laid out by CEO Elliott Hill https://t.co/a5wYaONZgk pic.twitter.com/i7Z9f2tcyO
— Reuters Business (@ReutersBiz) December 24, 2025
Apple CEO's Nike Investment Calms Investor Concerns
Cook has been a member of Nike's board since 2005 and has served as lead independent director since 2016, following the resignation of co-founder Phil Knight.
In addition to his Apple role, Cook chairs Nike's compensation committee, giving him a central position in the company's governance.
According to Reuters, David Sowerby, portfolio manager at Ancora Advisors, said, "For Tim Cook to be an inside buyer is a modest positive," noting that his investment comes amid concerns over Nike's margins, inventory issues, and declining market share.
The move also comes as Nike attempts to strengthen relationships with wholesalers such as Dick's Sporting Goods to increase visibility and compete with newer brands.
While margins have been under pressure for over a year, Cook's purchase is seen as a sign of confidence in Hill's efforts to stabilize and grow the company.
Nike shares have slid nearly 13% since its December 18 earnings report and are on track for a fourth consecutive year of decline.
However, Cook's investment has reassured investors and may help support sentiment as the company navigates its recovery.
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