In a bold display of internal confidence, Nike's leadership team is making substantial personal investments in the company's stock during what has been a tumultuous period for the athletic apparel giant.

Apple CEO Tim Cook, who serves on Nike's board of directors, significantly expanded his stake by acquiring approximately 50,000 shares - a remarkable 90% increase in his position, according to financial data provider Verity.

Cook wasn't alone in his strategic investment. Fellow board member Robert Holmes Swan, known for his executive leadership at eBay and Intel, added roughly 8,700 shares to his portfolio, representing a 24% growth in his existing position.

Nike's CEO Elliott Hill also demonstrated profound belief in the company's future by purchasing around 16,400 shares in a transaction valued at $1 million, which increased his personal stake by more than 7%.

These insider purchases come at a critical moment for Nike, which has experienced significant stock challenges, with shares tumbling approximately 19% in 2025 and losing nearly half its value over the past three years. The Oregon-based company has been navigating complex market dynamics, including weak sales in China and ongoing tariff complications.

Despite these challenges, Wall Street remains optimistic about Nike's potential. Analysts surveyed by LSEG have maintained a predominantly positive outlook, with an average rating suggesting the stock could potentially rise around 26% in the next year.

Hill, who assumed leadership last year, has been actively promoting the company's turnaround strategy, and these insider purchases might signal a renewed sense of momentum and strategic confidence in Nike's future trajectory.