TL;DR
Apple CEO Tim Cook purchased 50,000 Nike shares on Dec. 22, raising his total holdings to 105,480 shares. The disclosure coincided with a roughly 5% early market rebound after Nike shares had fallen following disappointing quarterly results.
What happened
A filing on Nike’s investor website disclosed that Tim Cook acquired 50,000 Nike shares on December 22 at $58.97 apiece, increasing his total stake to 105,480 shares. Cook has been on Nike’s board since 2005 and became lead independent director in 2016 after Phil Knight stepped down as chairman. The purchase came soon after Nike reported quarterly results on December 18 that the market viewed as disappointing; the stock declined roughly 10% immediately after the report and extended losses to about 13% in the following days. After the beneficial ownership statements were posted, Nike shares rose about 5% at the market open. The same set of filings showed former Intel CEO Bob Swan bought 8,791 shares, bringing his stake to 43,293. Market commentary cited Cook’s purchase as a visible vote of confidence in Nike’s leadership and its current strategic actions.
Why it matters
- A sizable director purchase can be interpreted by investors as an endorsement of management and strategy, which may influence market sentiment.
- The timing followed a sharp share-price decline after Nike’s quarterly report, and the disclosure coincided with an immediate stock rebound.
- Analysts called this one of the largest open-market buys by a Nike director or executive in recent years, making it notable among insider transactions.
- Multiple board members buying stock at the same time can attract additional attention to how the company’s ‘Win Now’ actions and leadership are perceived by the market.
Key facts
- Tim Cook bought 50,000 Nike shares on December 22 at $58.97 per share.
- Cook’s purchase raised his total holdings to 105,480 shares.
- Cook has served on Nike’s board since 2005 and became lead independent director in 2016.
- Nike’s stock fell about 10% immediately after its Dec. 18 quarterly results and had extended losses to roughly 13%.
- Following the ownership filings, Nike shares jumped about 5% at the market open.
- Bob Swan, former Intel CEO, also bought 8,791 Nike shares, raising his total to 43,293 shares.
- Jonathan Komp of Baird Equity Research called Cook’s purchase the largest open-market buy by a Nike director or executive in possibly more than a decade.
What to watch next
- Whether other Nike directors or executives make additional open-market purchases in the coming weeks — not confirmed in the source
- How Nike’s management addresses the issues tied to the disappointing quarterly results and whether that affects investor confidence — not confirmed in the source
- Longer-term stock performance after the initial post-disclosure rebound, and whether the move changes analyst outlooks — not confirmed in the source
Quick glossary
- Statement of Changes in Beneficial Ownership: A regulatory filing that reports purchases, sales or other changes in ownership of a company's securities by insiders and certain beneficial owners.
- Lead independent director: A board member chosen to provide independent oversight and to coordinate the activities of other independent directors, separate from the company’s executive leadership.
- Open-market purchase: A buy of shares conducted on a public exchange at prevailing market prices, as opposed to acquiring shares through private transactions or grants.
- Quarterly results: A company’s financial performance report for a three-month period, typically including revenue, profit, and other key operating metrics.
Reader FAQ
How many Nike shares did Tim Cook buy and at what price?
He purchased 50,000 shares on December 22 at $58.97 per share, taking his total to 105,480 shares.
Did the stock react to the disclosure of Cook’s purchase?
Yes. After the ownership filings were posted, Nike shares rose about 5% at the market open.
Was this purchase interpreted as a sign of confidence in Nike’s leadership?
Market reports and analysts cited the move as a public vote of confidence in CEO Elliott Hill and the company’s actions.
Why did Tim Cook buy the shares?
Not confirmed in the source.
iOS 26 lets you customize Liquid Glass on your iPhone, here’s how Ryan Christoffel Dec 23 2025 TIM COOK NIKE Tim Cook just bought 50,000 Nike shares, and investors noticed…
Sources
- Tim Cook just bought 50,000 Nike shares, and investors noticed
- Nike Shares Get a Lift After Apple's Tim Cook Doubles His …
- Nike Stock Pops After Hours As Apple's Tim Cook Buys …
- Nike Gets a Confidence Boost as Insider Buying Signals …
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