Nike (NYSE: NKE) Stock Analysis: UBS Maintains Neutral Rating Amid Revenue Miss and Layoffs

Font: Financial Modeling Prep  • Oct 02, 2026

• UBS has maintained a "Neutral" rating on Nike (NYSE: NKE), recommending investors "hold" the stock despite recent financial challenges.
• The athletic apparel giant reported fiscal first-quarter revenue below estimates and issued weak earnings guidance, leading to a significant stock price decline.
• The recent sell-off appears to be company-specific, driven by Nike's revenue, outlook, and layoff plans, rather than a broader downturn in the athletic apparel sector.

Nike (NYSE: NKE), the stock of the global athletic footwear and apparel company, remains rated Neutral by UBS, which recommends holding it. The shares were trading at $33.08 when UBS published the update. A hold recommendation means UBS does not suggest buying more shares or selling existing ones.

The rating comes after Nike reports fiscal first-quarter revenue below estimates and announces layoffs. The shares fall more than 7% to $32.57 on Friday morning, as highlighted by Schaeffers Research. Revenue is the money a company brings in from sales before expenses.

Nike also tells investors it expects sales to fall again. Its earnings guidance, or forecast for future profit, comes in well below Wall Street’s expectations. The shares are down about 80% from their peak, although analysts’ price targets suggest roughly 30% upside.

The sell-off appears focused on Nike rather than athletic apparel stocks as a group. Nike falls 8% to $32.00 while Lululemon and On Holding remain largely flat, as highlighted by 24/7 Wall Street. That comparison suggests investors are reacting mainly to Nike’s revenue, outlook and layoff plans.

Another price update puts the shares at $33.18, down $1.98, or 5.62%, with about 47.2 million shares traded. The stock’s past-year range is $32.02 to $74.78. These price reports capture different points in trading, while UBS’s Neutral rating remains a hold recommendation.