4IntermediateGeneralTechnology

Nike Reports Earnings as It Works on a Big Comeback

Nike has shared its latest earnings report, and the results are mixed. Sales are still falling, but the company beat expectations. CEO Elliott Hill is leading a turnaround plan to make Nike strong again.

1 min readLevel 4July 2, 2026

By Flalingo Editorial Team

Vocabulary

Study these words before reading the article. Click the audio button to hear pronunciation.

earnings

/ˈɜːrnɪŋz/

noun

The money a company makes, usually reported every few months

“The company's earnings were higher than expected this quarter.”

turnaround

/ˈtɜːrnəraʊnd/

noun

A big change from a bad situation to a better one

“The new manager led a turnaround that saved the business.”

revenue

/ˈrevənjuː/

noun

The total amount of money a business receives from sales

“The store's revenue increased after they started selling online.”

declined

/dɪˈklaɪnd/

verb

Became smaller or lower in number or amount

“Sales declined because fewer people visited the shop.”

strategy

/ˈstrætədʒi/

noun

A careful plan to reach a goal or solve a problem

“The team created a new strategy to win more customers.”

recover

/rɪˈkʌvər/

verb

To return to a normal or strong condition after a difficult time

“It took the company two years to recover from its losses.”

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Article

Click on any underlined word to see its definition. Highlighted words are from the vocabulary section.

Nike, the world's biggest sneaker company, just reported earnings. The results show that sales dropped again this quarter. Revenue was about eleven billion dollars. However, the numbers were better than experts expected. The company has been struggling for some time now.

CEO Elliott Hill is leading a turnaround plan for Nike. He returned to the company in 2024 as a veteran leader. His strategy focuses on five key areas. These include product innovation, marketing, and better stores. Wholesale sales have grown, which is a positive sign.

Not all markets are doing well for Nike right now. Sales in China declined by twelve percent this quarter. Europe also saw a drop in revenue. However, North America showed some growth at three percent. The company must work harder to recover in weaker markets.

Looking ahead, Nike expects earnings to stay flat for now. The company is investing in new products and partnerships. It has also refreshed many of its stores worldwide. If Nike keeps improving, it might regain its former strength. Many people are watching to see what happens next.

Comprehension Quiz

Test your understanding of the article with these multiple-choice questions.

1
What was Nike's approximate revenue in the latest quarter?
2
How much did Nike's sales drop in China?
3
What is Elliott Hill's role at Nike?
4
Which market showed growth for Nike?
5
What does Nike expect for its earnings in the near future?

Discussion

Answer these comprehension questions about the article.

1
What happened to Nike's sales in the most recent quarter?
2
Who is leading Nike's turnaround plan, and when did he return?
3
Which market showed the biggest drop in sales for Nike?
4
What are some key areas of Nike's turnaround strategy?
5
Why were Nike's results considered better than expected?

Further Discussion

Share your opinions on these open-ended questions.

1
Do you own any Nike products? Why did you choose them?
2
What do you think makes a sports brand successful today?
3
Have you ever seen a company make a big comeback? What happened?
4
If you were Nike's CEO, what would you change first?
5
Do you think big brands like Nike can stay popular forever? Why or why not?

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Vocabulary

earnings

turnaround

revenue

declined

strategy

recover

Article

Comprehension Quiz

Discussion

Further Discussion

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