Apple CEO Tim Cook, who has sat on Nike’s board since 2005, increased his stake in the sportswear giant this week. An SEC filing shows he bought 25,000 shares on April 10 at roughly $42.43 each, amounting to a $1.06 million investment. The purchase pushes his holding to 130,480 shares, worth about $5.7 million at the latest close, in the broader market and investor sentiment.

Cook’s latest buy follows a December 2025 transaction where he acquired 50,000 shares at $58.97 each, a $2.95 million outlay that doubled his position to 105,000 shares. Despite the recent dip in Nike’s price after a weak earnings report, insiders like Nike president Elliott Hill also added roughly $1 million in stock, signaling confidence among leadership, as the brand seeks recovery.

The board seat gives Cook a rare view into Nike’s retail and digital strategy, a role he’s used to advise on store design and the brand’s China revamp. Investors see his purchase as a personal vote of confidence, and the filings nudged Nike’s share price up nearly 3 % at the next open. The move underscores the intertwining of tech leadership and apparel finance.