库克此次增持的时机耐人寻味。就在几天前，耐克发布的财报显示其季度利润率持续下滑，中国市场销售疲软，导致股价自12月18日财报公布后累计暴跌近13%，可能录得连续第四年下跌。

Apple CEO Tim Cook bought $3 million in Nike shares, nearly doubling his stake in the company.

运动品牌Nike获重量级人物背书，为化解当前的营运挑战增添信心。苹果执行长库克（Tim Cook）砸下约300万美元增持Nike股票，使持股比例几乎翻倍，此事刺激Nike股价周三上涨4.6%。

从历史经验来看，此类来自核心董事或产业级人物的增持，往往能在估值与情绪双重低位阶段，对股价形成阶段性托底效应，但并不足以单独扭转基本面周期。耐克自身也多次强调，公司仍处于复苏周期的“中段阶段”，真正的业绩修复有赖于库存结构改善、渠道效率恢复以及中国市场需求的实质性回暖。

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