Transcript
Ricky Mulvey (0:00)
Foreign. Are you buying the Nike turnaround story? You're listening to Motley Fool Money. I'm Ricky Mulvey, joined today by Jim Gillies. Jim, good to see you.
Jim Gillies (0:24)
Good to be seen, Ricky.
Ricky Mulvey (0:26)
Today's a good day to zoom out. There's some little news going on, but to be honest, it's a little bit of a slow news day. And I think it's a good time to talk to you, especially because you, you like looking at valuation stories. And I think today's a good day to talk about turnaround stories, especially with Nike, where Nike CEO Elliot Hill is now trying to appeal to retailers again after the previous administration focused on a direct sales route. Here's the newsy hook. Nike is back to selling its products on Amazon. This is five years after pulling its products from the E commerce giant. So we'll get into the turnaround story. But what do you think of this move, Nike's move to reverse course on direct sales and say, hey, actually outside retailers are good at selling our shoes and apparel.
Jim Gillies (1:10)
I'm going to put it kind of what Winston Churchill said way back in the day. It's nice that Nike does the right thing. After trying all the other alternatives. It was dumb to pull it off. I mean, it's only the biggest marketplace, you know, online marketplace in the world. Why would you want to sell your products through there? I mean, who knows, right? You know, in other news, why would anyone want to sell in Costco, for example, or through Walmart? Because, you know, why would you, why would you want that kind of relationship? But yeah, no, I, I, and I have fond memories of, of looking at Foot Locker after Nike pulled kind of the same thing. We're going to emphasize direct to consumer sales. So we're not, we're going to sell less through, through Foot Locker. And Foot Locker, of course, is now in the process of being taken over by Dick's Sporting Goods, you know, and, and so Foot had some, you know, long dark tea times of the soul there before. Basically striking things with, like, deals with Adidas or Adidas, depending on, you know, how pretentious you want to sound and, you know, and kind of got on with their business and, and so with Nike kind of deciding they could do it themselves and trying to disintermediate people and trying to take the profit for themselves. Now they're kind of coming back, scrunching back to people and, and thank goodness it hasn't been a complete and utter failure. Like, I know we're gonna really drive towards turnaround stories, but I Mean, like this is an iconic brand. It's an iconic company with products and athletes that people identify with, obviously Michael Jordan, you know, Tiger woods and now various lesser beings as well. And this is a company that maxed out. It's been, I think three, three and a half years since it topped out. And that's, I know we're going to go on down the turnaround thing. So one thing I'm going to say about when you are playing in turnaround stocks realize most of the time turnarounds take a long time to turn around. That's not a unique insight. That's, you know, Peter lynch said that and I think one up on Wall street, which was published in what, 87 or something like that. You know, like turnarounds take a while and I mean Nike's shed almost two thirds of its value over the past four years. And now, I mean, have we, have we made the turn yet? I'm not entirely sure.
