Who it is.Nike is the world's largest sportswear company, with three brands — Nike, Jordan and Converse — and more than forty-five billion dollars in annual revenue. It owns almost no factories; over ninety per cent of its shoes are made by contractors in Southeast Asia, while Nike handles design, marketing and the brand behind the tick.
Its temper.Nike used to be the classic steady compounder: a strong brand, reliable cash flow, and a dividend raised for more than twenty years in a row. After hitting an all-time high in November 2021, the stock fell roughly eighty per cent, reaching a thirteen-year low in October 2026. This isn't a one-quarter stumble — revenue has been sliding for more than two years, and each time a report fails to show growth returning, the price is marked down again.
The real challenge.Nike's biggest rival isn't another company; it is its own decisions of recent years. From 2017 it pushed to sell direct to consumers, and after 2020 it went all in: shifting the focus to its own website, app and stores, cutting hundreds of wholesale accounts, and sharply reducing supply even to long-standing sneaker retailers. The logic was higher margins from selling itself, but the result was giving up the best shelves in physical stores. Newer running brands such as On and Hoka, along with Adidas, filled the space immediately; shoppers who tried them in store found the alternatives were good too, and when Nike wanted back in, the shelf was no longer reserved for it by default. At the same time the line-up leaned heavily on retro classics like the Dunk, Air Force 1 and Jordan; when tastes turned to lower-profile shoes, inventory piled up, and in running, its home turf, rivals stole the spotlight on new technology. Then China cooled across the board: in the results reported in October 2026, Greater China revenue fell 22 per cent, while local brands Anta and Li Ning kept growing. Elliott Hill, who returned as chief executive in 2024, is rebuilding wholesale relationships and steering resources back to sport, but the company itself expects revenue to fall again this fiscal year. What Nike has to turn around is a situation it largely created.
So let the tool decide.A household-name brand at a decade-plus low is exactly what makes people think it's too cheap not to buy — and exactly what makes them lose patience when the turnaround keeps not arriving. Rather than judge where the bottom is, hand the call to DCA Score. It reads only price position, drawdown depth, buying strength and market fear: low score, keep the original pace; a higher one scales the add-on up.
One thing to know.Nike's dividend yield has climbed above four per cent, and the dividend has been raised for more than twenty consecutive years, which looks attractive. But the company's own earnings forecast for this fiscal year is already below a full year of dividends — it is paying out more than it expects to earn. Part of the high yield comes from the share-price collapse, so it isn't necessarily a sign of safety. When you read Nike's DCA Score, drawdown depth and position against the 200-week average usually carry more information than the yield or the valuation line.
Five key signals drive one unique DCA Score.
Ten years of NKE price with the DCA Score line on top — at a glance you can see how far it has run, and how many times the market has knocked it down along the way. Both lines are already stacked for you.
For a closer look, tap “hot zones” to bring up the add-on bands. Every lit band is a moment the score said “you could buy a little more” — the darker the colour, the rarer that spot.
Then use 10 / 5 / 3 / 1 year above to pull back across the whole cycle or zoom into the recent stretch. Price shows you the moves; the score shows you the timing.
The real numbers, laid out for you to use.
No. DCAcafé is a data tool that helps you think through the timing and sizing of investing in NKE; every decision is your own. Past performance doesn’t indicate future results.
NKE’s price and RSI come from Yahoo Finance’s public API, VIX from CBOE, and valuation from public financial filings. Data is refreshed once daily.
When NKE’s DCA Score reaches 60 or above, the system computes an amount beyond your base budget. The higher the score, the higher the matching cap — up to 1.8× the base. It’s the system’s cap for the period, not a rule; you can adjust it yourself.
Because market conditions change. Each time, the system re-reads NKE’s RSI, drawdown and VIX to compute it. That’s the whole point: let the amount follow the market, not the other way around.