Nike stock is trading near an 11-year low ahead of earnings, with shares down more than 30% year to date in 2026. Elliott Hill is trying to bring back premium pricing at the same time, a move that leaves investors waiting for proof the turnaround can work.
Lee Munson of Portfolio Wealth Advisors said the company is running into a basic price problem: “the consumer looking for Nike can't afford the premium pricing.” For shareholders, that means the earnings report has to show more than a slogan; it has to show whether Nike can protect demand while keeping prices high enough to support the business.
Dan Howley on Nike Stock
40 is how old Dan Howley said he is, and he used that to explain his own shift away from the brand: “I haven't bought a pair of Nike shoes in forever.” He added, “I am 40, so I am in my new balance era.” The point is not nostalgia. It is that a longtime buyer now sounds like a customer Nike may have to win back.
14 years old is the age of Munson’s son, who he said was out at the mall buying clothes this week. Munson said, “my son was uh at the mall this week buying some clothes,” then described the price behavior he saw: “I don't know why he had to buy it at the stores. Every little store he went to with Nike stuff, they were not discounting.”
Portfolio Wealth Advisors View
Portfolio Wealth Advisors’ Munson compared Nike to a K-shaped economy stock, a split where some buyers can pay up and others cannot. He also said Nike still sells expensive shoes while also selling items inside of Cole's and JC Penny, which makes the brand’s pricing mix harder to read from the outside.
Nike’s next earnings report is the immediate test. If Hill keeps pushing premium pricing, the numbers need to show that shoppers will still pay for it; if not, the stock’s 11-year-low trading level will look less like a temporary reset and more like a verdict on the turnaround itself.
