Nike Dashing Toward A Brighter Future: Here's How
Zacks Investment Research | Sep 25, 2019 08:48AM ET
Nike reported record-high fiscal 2020 first-quarter earnings that easily surpassed estimates. Digital sales and kids shoe business in particular boosted sales. Moreover, the company has chalked plans to grow further with the help of Nike Digital and use top athletes to promote its products. Thus, if you want to invest in Nike, here’s what you should note.
Nike’s Shares Move North
On Sep 24, NIKE, Inc. (NYSE:NKE) reported fiscal first-quarter earnings of 86 cents per share, beating the Zacks Consensus Estimate of 71 cents per share. It also posted revenues of $10.66 billion, surpassing the Zacks Consensus Estimate of $9.95 billion. After the report, Nike’s shares jumped more than 5.5% in after-hours trading as per CNBC.
The company’s CEO Mark Parker credited digital sales, product innovations and back-to-school sales for the better-than-expected earnings. On the earnings call, he mentioned that online sales soared 42% in Q1, and a significant rise was seen in the sales of women’s shoes.
Nike traditionally sold shoes through retail stores worldwide, but in recent years with its "Consumer Direct Offense" strategy, it was trying to provide personalized products to consumers. Thanks to the success of this strategy, digital sales grew 42% as its flexible, fast and interactive cloud-based architecture has attracted more customers, making Nike digital a super hit.
Moreover, with August being the month when children get back to school for the new term and Nike launching its first subscription service for kids in the quarter, the Nike Adventure Club sales had only one way to go, and that’s upward. Children’s sneakers seem to have fueled the kids shoe business giving the company the biggest back-to-school season in history.
Nike also took a step toward making gears for women and it earned four times higher revenues from sponsoring the Women's World Cup this year compared to the last. In fact, Nike has hooked in tennis champion Serena Williams (NYSE:WMB) as its ambassador. Both factors contributed positively towards the women’s shoe business, helping it rise double digits.
However, the limelight of this quarter’s earnings is on Nike’s Air Max React product line, specially the Air Max 270 that boosted sneaker sales by triple digits. Such solid results have certainly helped Nike’s shares gain traction. After all, the company has outperformed the Zacks Investment Research
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