The athletic apparel company is one of five notable stocks reporting earnings. Photo: (Clive Brunskill/Getty Images)
On a typical site this would mean that a Jordan or limited release drop is coming, but on this site, if you’ve visited more than once you know this is probably related to the stock market. If you have shares in Nike, you need to prepare yourself for one of the most important reports Nike has ever dropped.
As anyone who is aware knows Nike started the year at 60+/share. They have dropped 18% over the course of the year primarily due to the market not understanding how to perceive Nike’s removal of Futures as part of it’s explanation for growth.
Do a simple search of Nike DTC on this site and you are going to get about 20 articles explaining why those who are in a hold pattern on Nike are dead wrong. Tomorrow will see if I’ve been correct in my assessment.
Tomorrow Nike will report fiscal second-quarter numbers and no sneaker drop or limited release is as important as the numbers that will be released. I expect Nike to show considerable growth in DTC, more than anyone expects and this will bolster margins and the once powerful “Futures” metric will no longer carry as much weight. Remember I reported last year that Nike was killing off small accounts for this exact reason. No one was paying attention because it wasn’t affecting them. I felt it when I noticed all of the mom and pop accounts losing Jordan Brand contracts. I noticed it even more when SNKRS and Nike.com was restocking and releasing more kicks. Tomorrow is the most important drop of the year for Nike. Will you be watching?