Apple CEO Tim Cook recently strengthened his position in Nike by buying shares worth about $3 million.
This move has doubled his personal stake in the giant shoe company.
The investment was made in a personal capacity and not on behalf of Apple.
Cook, who has long joined Nike's board of directors since 2005, is seen to remain confident in the company's long-term prospects despite facing various major challenges.
Nike is currently struggling to maintain sales in China due to fierce competition from local brands such as Anta and Li Ning.
The lower price strategy and aggressive marketing by these Chinese brands are beginning to threaten Nike's position in the world's major markets.
In 2026, Nike will need to urgently change its marketing strategy and introduce new product innovations to maintain its credibility as a leader in the sporting goods industry.
Failure to do so will give an advantage to other competitors who are currently rapidly strengthening their positions.
Previously, Anta and Li Ning were reported to be considering acquiring the Puma brand, thus increasing the competitive dimension in the sporting goods industry.
Cook's investment is seen as a sign of strong confidence in Nike or perhaps a strategic move in the face of market risks.
Nike can no longer rely on its past reputation. Today's market demands innovation and efficiency that go beyond just big names. Otherwise, they will continue to be squeezed by more agile and aggressive competitors.
