Nike is the 99th most valuable company globally in terms of market cap which currently stands at $142.16 billion. However, this high figure isn’t enough to guarantee profits. In its fourth fiscal quarter, the company generated $12.6 billion in revenue, representing a 2% decline from the last quarter. Despite having modest expectations ahead of the fourth quarter, Nike fell short of its bar. But, Michael Jordan is here to rescue!

Just like his on-court performances, Jordan has turned out to be an angel for Nike, offering a significant $7 billion in sales which is the highest in a decade. To share this news, Kurt Badenhausen wrote on X, “Trainwreck quarter for Nike: Revenue down 2%, missed estimates. Lowers ’25 revenue guidance to ‘mid single-digits.’ Stock down 16% in pre-market trading, down 27% YTD. One bright spot: Jordan Brand.”

The only saving grace for these fiscal year-end results lies in the Michael Jordan-owned Jordan Brand which was founded in 1984 with an endorsement contract. Since then, Jordan has been the strongest performer of Nike’s multiple divisions, with an impressive 6% sales growth. The hype around the Jordan Brand is such that the revenue has doubled since 2020 as it expanded into non-basketball items, women’s gear, and international sales.

Although its “performance” basketball shoe market has not been making much profit over the last decade, the “retro” segment has shown enough growth to keep up. Coming back to Nike, it still stands at a concerning loss of 2%. However, it already has one foot forward to tackle unforeseen circumstances. How?

Can Nike’s new approach turn the tides?

Taking inspiration from Jordan Brand’s $7 billion in sales, Nike decided to sign a new crop of NBA stars. Nike’s stocks are down 13% year to date. Additionally, it further dipped 11% after hours following Nike’s earnings release, whereas the S&P 500 boosted up by 15% in 2024. Consequently, Nike inked deals with Zion Williamson, Jayson Tatum, Luka Dončić, and Paolo Banchero to further promote the Jordan Brand.

Additionally, Jordan Brand’s soaring revenues have been a vital reason for the legend’s impressive fortune. As of now, Jordan ranks among the highest-paid athletes of all time with an overall $2.7 billion accumulated from his salaries and endorsement deals, including $3.75 billion adjusted for inflation. Apart from this, Jordan has earned approximately $250 million from Nike’s Swoosh.

Interestingly, the legend’s net worth increased significantly last year when he sold his interests in the Charlotte Hornets, valued at $3 billion. Since then, he has been thriving with revenue generation. But now the question is: will Nike be able to overcome this tough time with young stars? Only time will tell.

Stay tuned for more such updates, and to follow what Shaq’s ex-agent, Leonard Armato, has to say about the infamous Shaq-Kobe feud, Caitlin Clark’s Olympic snub, and more, watch this video.