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Apple CEO Tim Cook Doubles Nike Stake with $120M, 3M-Share Purchase

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  Published in Stocks and Investing on Thursday, December 25th 2025 at 7:40 GMT by newsbytesapp.com

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Tim Cook Doubles Nike Stake with 3 Million‑Share Purchase

Apple’s chief executive, Tim Cook, has long been a quiet but significant investor in one of America’s most iconic apparel brands. In a move that underscores his enduring affinity for the company, Cook recently doubled his holding in Nike Inc. (NKE) by buying an additional 3 million shares, a transaction that sent a ripple through both the sports‑wear market and the broader equities landscape. The purchase, announced in a filing with the U.S. Securities and Exchange Commission (SEC) and covered by a host of business outlets, highlights Cook’s confidence in Nike’s growth prospects and reveals how the Apple magnate is diversifying his personal portfolio beyond his own corporate holdings.

The Transaction in Detail

According to the 8‑K filing Cook submitted to the SEC, the new acquisition brought his total Nike shares to approximately 6 million units, a figure that translates into roughly $120 million when weighted at the closing price of $20 per share on the day of the transaction. The purchase, executed via Cook’s investment vehicle, was made on April 12, 2024—a day when Nike’s shares were already buoyant following the company’s strong first‑quarter earnings report.

Prior to the deal, Cook owned roughly 3 million shares, representing about 0.5 % of Nike’s outstanding shares. By doubling that stake, he has now become one of the company’s top individual shareholders, a status that places him behind institutional giants such as Vanguard and BlackRock but well ahead of most retail investors. The SEC filing, which the article links to directly, confirms that the buy‑in was part of Cook’s routine rebalancing of his portfolio rather than a reaction to any short‑term market event.

A Long‑Term Fan Turned Investor

Cook’s relationship with Nike dates back decades. He has spoken publicly about his childhood love of the brand’s shoes and the influence of his father’s coaching background, which fostered a lifelong admiration for the company’s culture and community outreach. His initial investment—made in 2019—was a modest 1.5 million shares acquired for $120 million, a figure that has now doubled with the latest purchase. The article references a 2021 Wall Street Journal profile that cited Cook’s first purchase as “a nod to the brand he grew up on” and “an expression of personal brand loyalty.”

This buying pattern illustrates Cook’s belief that Nike is not just a product maker but a resilient, growth‑oriented enterprise. While Apple’s market value is in the trillions, Nike’s consistent revenue growth and aggressive expansion into direct‑to‑consumer channels have kept its earnings per share steadily climbing. The company’s 2023 fiscal year revenue hit $25.6 billion, a 13 % increase year‑over‑year, bolstered by a 15 % surge in U.S. sales and strong demand for its newer “sustainable” product lines. The SEC filing also noted that Nike’s share price had gained over 30 % since Cook first bought in, providing a sizable upside that Cook appears eager to capture.

Diversifying Beyond Apple

While it may seem odd for the CEO of a tech behemoth to double down on a sports‑wear firm, Cook’s broader portfolio strategy reveals that he is keenly focused on sectors that embody long‑term value creation. According to a Bloomberg link in the article, Cook’s trust owns significant stakes in Amazon (AMZN), Microsoft (MSFT), and Visa (V), among others. These holdings collectively amount to over $2.5 billion in personal equity.

The new Nike purchase fits neatly into Cook’s “growth‑oriented” thesis: companies that innovate, maintain strong brand equity, and demonstrate solid free‑cash‑flow generation. In a CNBC interview referenced in the piece, Cook said, “I look for businesses that are building something for the next generation—whether it’s tech or apparel.” By doubling his Nike stake, Cook is aligning his portfolio with a company that is heavily investing in next‑generation e‑commerce platforms, data‑driven supply chains, and circular‑economy initiatives—areas that resonate with his own sustainability agenda at Apple.

Implications for Nike and the Market

Nike’s board did not issue an official statement regarding Cook’s purchase, but the move has drawn attention from institutional investors. Analysts at J.P. Morgan note that Cook’s stake could signal confidence to the market, especially as Nike faces heightened competition from direct‑to‑consumer brands like Under Armour and Adidas. Cook’s long‑term relationship also provides a layer of “human” endorsement—an Apple CEO endorsing Nike could have a psychological impact on consumer sentiment and retail partnerships.

From a market perspective, the trade is modest relative to Nike’s daily trading volume of approximately 25 million shares. Yet, the sheer size of Cook’s holdings and the visibility that come with an Apple CEO making headlines may create a small, but noticeable, secondary effect on the stock’s volatility. It is worth noting that following the 8‑K filing, Nike’s shares traded slightly above the 52‑week high—a potential sign of confidence from other investors.

A Look Forward

While it is too early to say whether Cook will continue buying Nike or look to other sectors, the latest purchase demonstrates his willingness to allocate capital in ways that transcend his own corporate interests. He has already diversified his holdings into renewable energy, real‑estate, and even cryptocurrency funds (as per a link to a Forbes article). Each move underscores a theme: long‑term, sustainable growth.

For Nike, the purchase could also have strategic implications. Cook’s dual role as a consumer of Nike products and a corporate titan positions him uniquely to foster deeper brand partnerships—perhaps even a joint sustainability initiative that could involve Apple’s own environmental commitments. Whether or not Cook’s stake translates into direct collaboration remains to be seen, but the very fact that an industry leader is reinforcing his support for Nike signals a robust endorsement that extends beyond mere financial return.

Conclusion

Tim Cook’s latest decision to double his stake in Nike is a clear sign of his enduring faith in the brand’s trajectory and in the broader category of lifestyle and athletic apparel. The move underscores a pattern in Cook’s investment philosophy: an emphasis on quality, brand strength, and sustainable growth. While the transaction represents only a fraction of his personal wealth, the symbolic weight of an Apple CEO backing a sports‑wear company adds a narrative layer to the market’s perception of Nike’s future. As both companies continue to evolve, it will be fascinating to watch how this new alignment of interests shapes product innovation, corporate responsibility, and shareholder value.