This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Nike Spending on World Cup to Widen Appeal of Sports Apparel

Stocks in this article: NKE

NEW YORK (TheStreet) -- How much will expenses related to promotion and marketing around the World Cup weigh on Nike's (NKE - Get Report) earnings?

Nike will report its fiscal fourth-quarter ended May 31 on Thursday, and consensus estimates in a Thomson Reuters survey expect that the sports apparel and footwear company will post earnings of 75 cents a share on revenue of $7.3 billion, up 10% from a year earlier.

Nike's spending related to the FIFA World Cup creates some uncertainty about the quarter, wrote D.A. Davidson analyst Andrew Burns in an investor note published on June 18. Burns has a neutral rating on Nike.

Nike's gross margin, the profit a company makes on sales, is another area of concern. Canaccord Genuity analyst Camilo Lyon in report published on June 24. Lyon said higher prices on Nike gear and a favorable mix of product is "being hampered by rising expenses from leathers, chemicals and labor," according to a note. Lyon, who also has a neutral rating on Nike doesn't expect those expenses to abate in the near future.

One trend that Nike is capitalizing on is sneakers in the office as workers choose comfort over dress shoes to get them through the day.

Sneakers at Work Are Running Up Sales for Nike

Basketball's Draw Continues to Boost Nike Sales

Here are 5 Retailers With Big Short Interest

Basketball-related footwear and gear is another growth driver rocketing Nike forward as consumers clamor for not just the very successful Jordan brand of shoes, but now LeBron James, Kobe Bryant, Kevin Durant and others.

"Basketball clearly is continuing to become much more of a global sport," Nike's President Trevor Edwards said during the company's third-quarter earnings call in March. "The fact that more people have a chance to see this sport all around the world, obviously, they watch the NBA with the great players that we have from Kobe, LeBron, KD, I think people have the chance to really experience how those players are just keeping the excitement in the marketplace."

However, foreign exchange pressure has been a drag on Nike's earnings this year. The company is also trying to push the reset button in China by closing underperforming stores and diversifying its products.

"China is a work in progress, and we believe Nike is taking the right steps by resetting the merchandise on a store-by-store basis," Sterne Agee Sam Poser writes. "We expect China to achieve double-digit revenue growth in FY15."

For the fourth quarter, Nike said had previously said that revenue is expected to rise in the high single digit percentages. Gross margin is expected to expand 50 to 75 basis points and SG&A expenses to rise in the high teens.

Shares of Nike are down 2.1% as of Wednesday's close. The stock is trading up 0.12% to $76.56.

--Written by Laurie Kulikowski in New York.

Disclosure: TheStreet's editorial policy prohibits staff editors, reporters and analysts from holding positions in any individual stocks.

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,672.60 -141.38 -0.79%
S&P 500 2,051.82 -11.33 -0.55%
NASDAQ 4,757.8790 +7.4820 0.16%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs