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A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11No: the sentence attributed to Nike CEO Elliott Hill does not say Nike went “too woke” or express regret. That is OutKick columnist Matt Calkins’s interpretation of Hill’s reported emphasis on putting sport at the center of the business. OutKick also reported that Nike shares closed at $33.87 on October 2, 2026, their lowest close in more than 12 years; that price and comparison have not been independently confirmed here.
What did Nike’s CEO actually say?
OutKick’s October 5, 2026 opinion article attributes this sentence to an October 1 employee memo from Hill: “Over the past year, we’ve put sport at the center of everything we do. We’re seeing encouraging signs of progress, but we have more work to do to win over the long term.”
The quoted words do not mention “woke,” political messaging, or regret. OutKick’s Calkins reads Hill’s emphasis on sport as a possible implicit acknowledgment that Nike had lost focus. That is commentary about what the memo might mean—not a direct admission by Hill or a position Nike confirmed. The memo itself was not located in the sources reviewed, so the wording is attributable to OutKick’s account.
What does Nike’s official statement say?
In its October 1, 2026 release on first-quarter FY2027 results, Nike quoted Hill describing its “Sport Offense” as driving measurable progress in performance and saying the company introduced Pace to accelerate and scale that momentum. Hill also said Nike had more work to do in NIKE Sportswear, Jordan Brand, and Greater China, and was taking deliberate actions to strengthen those businesses for the long term.
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This is a stated business strategy and an acknowledgment of areas that need work. It does not identify political or social messaging as the cause of Nike’s difficulties.
What Nike’s results and outlook establish
Nike’s fiscal years differ from calendar years: FY2026 ended May 31, 2026, while FY2027’s first quarter ended August 31, 2026. The company’s results show pressure in several businesses, even as total FY2026 revenue was nearly flat on a reported basis.
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| Measure | Reported result or outlook |
|---|---|
| FY2026 total revenue | $46.4 billion; flat year over year as reported and down 2% on a currency-neutral basis. |
| FY2026 NIKE Direct revenue | $17.7 billion; down 6% as reported and 8% currency-neutral. NIKE Brand Digital declined 12%, and NIKE-owned stores declined 4%. |
| FY2026 Converse revenue | $1.2 billion; down 31% as reported and 32% currency-neutral. |
| FY2026 fourth-quarter NIKE Direct revenue | $4.1 billion; down 7% as reported and 9% currency-neutral. |
| FY2026 fourth-quarter Converse revenue | $244 million; down 32% as reported. |
| FY2027 revenue outlook | Nike expected full-year revenue to decline by a high-single-digit percentage. This is company guidance, not an achieved result. |
Nike also said it expected approximately $2.5 billion in cumulative savings from its Pace operating-model transformation through FY2031, alongside approximately $1.0 billion in pre-tax charges through FY2031. These are company estimates based on assumptions; Nike cautions that actual results may differ materially.
Did Nike stock really hit a 12-year low?
OutKick reported that NIKE shares closed at $33.87 on October 2, 2026, and described that as the lowest close in more than 12 years. The specific closing price and historical comparison have not been independently confirmed against primary market-price data here, so they should remain attributed to OutKick rather than treated as an established market record.
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Nike’s SEC filing identifies its Class B shares as NYSE-listed under ticker NKE and includes a five-year comparative-return graph. It does not validate OutKick’s particular October 2 price claim; the filing also cautions that past stock performance does not necessarily indicate future performance.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Do the results show that “wokeness” caused the decline?
No causal conclusion follows from the figures or statements above. They establish that Nike faced weak results in some channels and brands, gave a negative revenue outlook, and announced an operating-model transformation. They do not isolate the effect of any advertising campaign, social position, or political messaging on revenue or the share price.
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OutKick’s article acknowledges that it would not be fair to blame a single campaign for the stock decline, then advances a broader interpretation of Nike’s direction. The material cited here does not measure how much any such factor contributed to the company’s results or stock performance. The defensible distinction is between documented business performance and an opinion about its causes.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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