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Nike's marketing campaign is unlikely to increase earnings in the near future

Investors in Nike will be looking for signs this week that the recovery seen last quarter is sustainable, and that an increased marketing budget is helping the sportswear manufacturer claw back lost market share.

Nike, which has been synonymous with sport for a long time, is now trying to gain momentum, after losing ground to more hip alternatives like On and Deckers Hoka. The demand in China is choppy. Elliott Hill, the CEO of Nike, has promised to bring Nike back to its roots by focusing on core sports such as running and soccer.

This means clearing out older inventory, usually at a discount. This is impacting revenue when tariffs are high and margins are being squeezed. Nike increased its expected tariff costs for this year by $1.5 billion last quarter. The company cited exposure to high-tariff nations such as Vietnam.

This week, the company held a rare communications job fair in New York. The company is set to announce its second-quarter earnings this Thursday. Matthew Friend, finance chief Matthew, forecasted "an acceleration in demand creation investment", corporate speak for increased marketing spending.

According to LSEG 'data, the amount spent in fiscal 2026 is expected to reach $5 billion, up from $4.68 in fiscal 2025.

Mari Shor is a senior equity analyst at Columbia Threadneedle which owns Nike stock. She said that the increased focus on marketing was "a bullish indication that they felt better about the product" but that "they also acknowledged they needed to make an appropriate investment behind it."

According to LSEG, Nike will report a net loss for the sixth consecutive quarter. The profit is expected to have fallen to $562.35M from the previous quarter's $601.35M. After a slight increase in the first quarter, it is likely that second-quarter revenue will fall again. It's expected to be down by 1.09% at $12.22 billion. Gross margin is likely to have dropped from 42.2% during the first quarter to just 40.77%.

Focus on Marketing and Innovation

David Swartz, Morningstar analyst, stated that Nike's ads have focused more on the iconic brand than specific products in recent years. He said that as the company begins to develop new products and innovate, the advertising may change.

Swartz said: "Nobody is expecting an excellent quarter."

Anta and Li-Ning, two domestic brands, have been fiercely competing in China, where 15% of all sales are made. Retail in China is dominated by monobrand stores. This limits the ability of a company to sell through diverse channels, as Nike can in the United States.

Nike has made a significant investment in the new versions of its running shoe lines Pegasus Premium, and Vomero 18 as this category has been performing well. Conversely, Nike has scaled back the production of Air Force 1 sneakers. Nike has a golden opportunity to reaffirm their cultural cachet with new products that boost performance and the World Cup in six months.

The company has also formed partnerships with Kim Kardashian’s activewear and essentials label SKIMS. It promotes sustainability initiatives, such as recycled material, to meet the evolving demands of consumers for ethical shopping. Nicholas P. Brown contributed to this report. Juveria tabassum contributed additional reporting from Bengaluru. Sayantani Ghosh, Mark Potter and Sayantani Bhosh edited the article.

(source: Reuters)