In recent weeks, both the NFL and one of its major partners, Nike, have faced significant financial losses. Nike experienced a significant drop in shareholder value, losing $28 billion as its stock plummeted nearly 20 percent in one day. This decline occurred after Nike announced expectations of sales decreasing in the upcoming fiscal year. The company’s stock has been steadily declining since November 2021, from over $177 per share to $75.65 at closing on Friday. This drop marked the worst day for Nike shares since its initial public offering in December 1980, prompting the company to lay off two percent of its workforce and reduce $2 billion from the payroll.
Since 2012, Nike has held an exclusive apparel provider partnership with the NFL, being the only corporate logo displayed on player uniforms. The company has also played a role in introducing various uniform combinations to professional football akin to many college programs. However, amidst these recent challenges, Nike is now facing greater concerns beyond uniform designs. CEO John Donahoe could potentially be replaced, reflecting other significant changes at the company’s top level. Issues such as focusing too much on established brands, a lack of innovation in new styles, and discontent with retail partners due to direct-to-consumer sales have impacted Nike’s profitability.
Despite these setbacks, Nike’s contract with the NFL remains in place until 2028. While the NFL may resolve its $14 billion loss through future court decisions, Nike’s ability to recover and reverse its downward trend remains uncertain at this time.