Apple CEO Tim Cook is doubling down on his Nike stock ownership, with his purchase of close to $3 million in shares seen as an endorsement of the sports brand's turnaround strategy.
Tim Cook is well known for having a long-time relationship with Nike, and it's one that he recently deepened. Now, has almost doubled his personal holdings in the brand.
In a Form 4 filing released by the company on Tuesday, Cook bought 50,000 shares in Nike on Monday, reports Yahoo Finance. At an average price of $58.97 per share, that is an investment of $2.95 million in Nike.
In total, Cook owns 105,000 shares in Nike, which is currently valued at over $6 million. At the time of publication, Nike is sitting at just over $60 per share, with the stock rallying to Cook's support of the brand.
Nike has had a tough year, having lost about 24% of its value throughout 2025. Cook's purchase and the immediate increase in share price is far from a reversal of fortunes for the entire year, but it does end 2025 on a high note.
Kicking it for a long time
Tim Cook has been involved with Nike for two decades, having sat on the board of the sportwear brand since 2005. He has an advisory role, assisting company chairman Mark Parker and co-founder Phil Knight.
He has also worked with Nike employees on retail store designs, advised for Nike to focus on core products instead of oversaturating the market, and had input on Nike's digital revamp in China.
The connection is close enough that Cook wore a pair of Nike sneakers designed and made for him specifically for the May 2024 launches of the iPad Air and iPad Pro.
After struggling in 2024, Cook advised Nike to make changes to how it was managed, including the return of veteran Elliott Hill as CEO. Hill is in the middle of a turnaround of the company, with Cook's share purchase possibly viewed as an endorsement of Hill's changes.
