On Holding (ONON) reported strong direct-to-consumer (DTC) growth of 26% in Q2 2026, reaching a record 45.7% of total sales. The shift toward DTC, combined with full-price discipline, lifted gross margins by 390 basis points to 65.4% despite U.S. tariffs. The company expects DTC to outpace wholesale in H2 2026 and projects 2026 gross margins of at least 65%. However, ONON shares have declined 25.6% over three months and carry a Zacks Rank #5 (Strong Sell) rating.

Nike stock fell below $40 for the first time in 12 years, down 76% from its peak due to stalled revenue growth, margin compression, and competitive pressures. However, the company shows signs of potential recovery with expected gross margin expansion, renewed growth in running shoes and North America, and upcoming tariff refund benefits of $986 million.

The global activewear market is expected to grow from $439.74 billion in 2026 to $650.97 billion by 2032 at a CAGR of 6.59%, driven by athleisure adoption, hybrid work trends, sustainability demands, and AI-enabled personalization. Success will depend on performance credibility, inclusive sizing, localized strategies, and transparent sustainability practices across diverse regional markets.

Nike's stock has declined 65% over five years due to management missteps, lack of product innovation, and increased competition. New CEO Elliott Hill, hired in October 2024, is attempting a turnaround by refocusing on sports, but revenue remains flat year-over-year (down 3% excluding currency effects). With a P/E ratio of 30 and no evidence of sales recovery, the analyst warns the stock appears to be a value trap and recommends avoiding it until the company demonstrates it can win back customers.

RBC Capital Markets downgraded Nike, cutting its price target from $70 to $50, citing slower-than-expected revenue growth and delayed turnaround benefits. Despite beating Q3 revenue estimates, Nike faces challenges in consumer demand, flat year-over-year growth, and declining direct revenues. The analyst expects turnaround benefits to materialize only in 2027 rather than 2026, with projected revenue growth of just 3% versus the industry average of 6%.

Major apparel companies reported earnings with mixed stock market reactions despite all beating on sales and EPS. Ralph Lauren surged 13.9% on strong revenue growth of 17% YOY and EPS beat, with women's apparel and handbags performing particularly well. Amer Sports rose over 5% with 32% sales growth and raised full-year guidance significantly. Deckers Outdoor saw modest 1% gains despite strong results, with its Hoka brand reaching record quarterly revenue.

Deckers Outdoor reported strong Q4 2026 results with 9.6% sales growth and beat EPS estimates. While Hoka's growth has moderated from 58.5% to 15.9% annually, the stock now trades at a more attractive 14x forward P/E multiple, making it a solid GARP (growth at a reasonable price) investment despite being down 20% over the past year.

Billionaire investor David Einhorn purchased several undervalued consumer stocks in Q1, including Victoria's Secret (increased 30%), Crocs (new position), Deckers Outdoor (increased 60%), and Peloton Interactive (increased 4,000%). These beaten-down stocks are trading at attractive valuations with potential for recovery as companies execute turnarounds in their respective markets.

The article compares Nike and Deckers Outdoor as investment options for 2026. Nike dominates globally with $46.3B in revenue but faces declining growth (9.8% revenue decrease) and lower profitability margins (7% net margin). Deckers Outdoor shows stronger momentum with 16% revenue growth, higher profitability (19.4% net margin), and superior 10-year shareholder returns. The author recommends Deckers due to its superior growth trajectory, global expansion potential with HOKA brand, and lower forward P/E valuation despite higher absolute valuations.

The article evaluates whether Nike and Lululemon Athletica are suitable for long-term 'forever' portfolio holdings. Nike faces challenges including management missteps, over-reliance on direct-to-consumer sales, lack of innovation, and intensifying competition, resulting in a 62.6% stock decline over three years. Lululemon struggles with slowing revenue growth (expected 2-4% in 2026), increased competition from lower-priced alternatives, and internal leadership disputes. The author concludes neither company warrants permanent portfolio positions due to difficult revenue growth prospects.

Nike's stock has collapsed 62.7% over three years, pushing its dividend yield to 3.5% (third-highest in the Dow). While Apple CEO Tim Cook has been buying Nike shares, the company faces significant challenges including failed direct-to-consumer strategy, weak earnings recovery, and free cash flow that can't cover dividends. Though new CEO Elliott Hill is implementing turnarounds, Nike remains expensive at 24.6x forward earnings and investors should wait for clearer evidence of recovery before buying.

Nike stock has plummeted 76% from its November 2021 peak amid declining sales in China, a 35% drop in net income, and lost market share to competitors like On Holding and Hoka. While the company shows some recovery signs in running revenue and has a strong brand, the author recommends caution, suggesting only high-risk-tolerance investors should consider buying until financial performance improves.