Apple CEO Tim Cook Buys $1M in Nike Shares

Cook's latest stock purchase seen as a vote of confidence in the athletic apparel brand.

Apr. 15, 2026 at 6:40pm

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A high-end, photorealistic studio still-life photograph featuring a pair of sleek, premium Nike sneakers arranged elegantly on a clean, monochromatic background. The shoes are made from polished materials and geometric shapes, using dramatic lighting and shadows to symbolize corporate strategy and market confidence.Tim Cook's latest $1 million investment in Nike stock signals his continued confidence in the athletic brand's leadership and turnaround strategy.Beaverton Today

Apple CEO Tim Cook, who has served on Nike's board for over 15 years, purchased $1 million worth of Nike stock in a move viewed as a show of confidence in the athletic apparel company. The purchase comes after Nike's stock price dropped following a disappointing earnings report, and as the company works to turn around its business under CEO Elliott Hill.

Why it matters

Cook's investment in Nike is significant as he has played an advisory role in the company, helping with retail store design and the brand's digital transformation in China. His purchase of additional shares is seen as an endorsement of Nike's current leadership and strategy as it navigates a challenging period.

The details

In a regulatory filing, Cook disclosed that he purchased 25,000 Nike shares on April 10 at a price of around $42.43 per share, totaling $1.06 million. This adds to the 105,000 shares Cook already owned, which are now worth around $5.7 million based on Nike's current stock price. Nike's president and CEO Elliott Hill also recently purchased $1 million worth of the company's shares, further signaling confidence in the brand's future.

  • On April 10, 2026, Tim Cook purchased 25,000 shares of Nike stock.
  • In December 2025, Cook had previously purchased 50,000 Nike shares.

The players

Tim Cook

The CEO of Apple Inc. and a member of Nike's board of directors since 2005, where he has played an advisory role and assisted with retail and digital initiatives.

Elliott Hill

The president and CEO of Nike, who recently purchased $1 million worth of the company's stock, signaling confidence in the brand's turnaround efforts.

Phil Knight

The co-founder of Nike, with whom Cook has worked closely in his advisory role on the company's board.

Park Parker

The chairman of Nike's board, with whom Cook has collaborated during his tenure on the board.

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What they’re saying

“Nike needed to make changes after a lengthy struggle. He advised on the return of Elliott Hill as CEO, who is currently working to turn around the company.”

— Tim Cook

What’s next

Investors will be closely watching Nike's performance in the coming quarters to see if the company's turnaround efforts under CEO Elliott Hill and with the continued support of board member Tim Cook are successful.

The takeaway

Tim Cook's $1 million investment in Nike stock is a strong vote of confidence in the athletic apparel brand's leadership and strategy as it works to overcome recent challenges. Cook's long-standing advisory role and his belief in Nike's potential suggest the company may be poised for a comeback.