Nike misses the 2026 World Cup final, causing its stock to drop 33% since the start of 2026

Nike lost approximately 33% of its market value since the beginning of 2026, due to declining performance and fierce competition, especially from Adidas, which benefited from their teams' qualification to the World Cup final to boost their market share. Despite massive marketing campaigns and the launch of new products, Nike's sales in China continued to decline, and its stock faced significant pressure, dropping from $61.80 in January to $42.77 in July, amid concerns over ongoing financial performance deterioration and intensifying competition with Adidas.

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