As expected, Nike did not provide its futures orders tally in its initial earnings release today. (Futures orders — a calculation of merchandise the company has committed to delivering to retailers during the next six months — are a unique measure for Nike and have long been regarded as a key indicator of its growth.)“Nike innovation is robust, value has been enhanced and engagement is improving,” Poser wrote on March 15. “Nike is marrying performance and lifestyle attributes in a way that resonates deeply. 3Q17 marks an inflection for revenue and futures.”
In tandem with weakening futures last September, the company told investors that it would change how it reports futures results. Instead of reporting futures as a standalone metric in its earnings releases, as it had done up until that point, it will now just include them in U.S. Securities and Exchange filings and discuss them on quarterly conference calls with investors.Nike’s campus in Beaverton, Ore., is massive, and is identified by Swoosh branding at the entrances to let you know what brand owns the space. But Nike has one building at its headquarters that is intentionally discreet: DNA.
The building, which stands for Department of Nike Archives, is the home to historic Nike assets since the brand was founded as Blue Ribbon Sports in 1964 (with a few items from before its established date). Although Nike has always kept an archiving system, DNA was only established roughly 10 years ago.