Here's What History Says October Will Bring for Nike Stock
Key Points
Nike's performance in October this decade has been a mixed bag.
Market sentiment is extremely negative, as the consumer discretionary stock’s price is near a 13-year low.
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Nike (NYSE: NKE) shares have fallen 1.9% so far this month (as of Oct. 7). This drop has compounded a wildly disappointing run for the global sportswear business. The consumer discretionary stock is down 46% in 2026 and is trading 80% off its peak from November 2021.
Here's what history says October will bring for Nike investors.
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October has been a mixed bag for Nike
The stock posted negative returns in October 2024 and October 2025. However, it registered positive gains in each October of the three prior years. Clearly, the results have been a mixed bag, largely influenced by changing macroeconomic and industry conditions.
There is no clear takeaway from this track record. It's challenging for investors to make any definitive conclusions about how the rest of this month will unfold.
The prevailing sentiment can be characterized by extreme bearishness, though. Nike recently reported financial results for the fiscal 2027 first quarter (ended Aug. 31), revealing a 4% year-over-year revenue decline driven by a 26% dip in China sales. Layoffs were also announced. Elliott Hill has been CEO for two years now, with little progress to show during his tenure.
Nike continues to struggle mightily to return to profitable growth. And the market is worried the business will never return to its past glory. Shares trade near a 13-year low.
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Neil Patel has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Nike. The Motley Fool has a disclosure policy.
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