GOOG vs NKE: Which Is the Better Buy?
Side-by-side comparison of Alphabet Inc. and NIKE, Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-09-24.
Alphabet Inc. · Communication Services
$334.98
+15.8% upside to fair value
Med Conviction
Grade B
High Quality
VS
NIKE, Inc. · Consumer Cyclical
$35.78
+9.9% upside to fair value
Med Conviction
Grade C
QuantHub Verdict
GOOG has more upside to fair value
(+15.8%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
GOOG |
NKE |
| Current Price |
$334.98 |
$35.78 |
| Fair Value Estimate |
$387.82 |
$39.33 |
| Upside to Fair Value |
+15.8%
|
+9.9%
|
| Market Cap |
$4,065.3B |
$53.0B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
12.7x
|
12.0x
|
| Price / Sales |
9.1x
|
1.1x
|
| Price / FCF |
76.4x
|
24.3x
|
| Revenue Growth YoY |
+24.2%
|
-1.1%
|
| Gross Margin |
60.9%
|
42.9%
|
| Operating Margin |
33.1%
|
8.2%
|
| Return on Equity |
50.8%
|
22.0%
|
| Dividend Yield |
0.26% |
4.58% |
| FCF Yield |
1.31%
|
4.12%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
Alphabet Inc. is the parent of Google Services, Google Cloud, and Other Bets, monetizing Search, YouTube, Android, Chrome, Google Play, Workspace, and enterprise cloud and AI infrastructure across the globe with roughly 190,820 full-time employees. The business quality is high: trailing-twelve-month gross margin is 60.9%, operating margin is 33.1%, net margin is 54.8%, and return on equity is 50.…
NIKE designs, markets and distributes athletic footwear, apparel and equipment through the Nike, Jordan and Converse brands, supported by global athlete marketing, valuable intellectual property and a broad wholesale and owned-digital network. Business quality is medium: its brand moat and 22.0% ROE remain meaningful, but the moat is narrowing amid intense competition, weak direct sales and uneve…
Accumulation Zones
| Metric |
GOOG |
NKE |
| Zone Low |
$290.87 |
$29.50 |
| Zone High |
$329.65 |
$33.43 |
| In Buy Zone? |
No
|
No
|