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 2026-07-13.
Alphabet Inc. · Communication Services
$355.03
-17.2% upside to fair value
Grade D
High Quality
VS
NIKE, Inc. · Consumer Cyclical
$41.05
+45.0% upside to fair value
Grade B
High Quality
QuantHub Verdict
NKE has more upside to fair value
(+45.0%).
NKE trades at a lower forward P/E
(19.6x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
GOOG |
NKE |
| Current Price |
$355.03 |
$41.05 |
| Fair Value Estimate |
$294.10 |
$59.52 |
| Upside to Fair Value |
-17.2%
|
+45.0%
|
| Market Cap |
$4,320.1B |
$60.7B |
| Forward P/E |
27.0x
|
19.6x
|
| EV / EBITDA |
20.0x
|
14.2x
|
| Price / Sales |
10.2x
|
1.3x
|
| Price / FCF |
67.0x
|
57.9x
|
| Revenue Growth YoY |
+21.8%
|
-1.1%
|
| Gross Margin |
60.4%
|
42.9%
|
| Operating Margin |
32.7%
|
8.2%
|
| Return on Equity |
39.0%
|
22.0%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
1.49%
|
1.73%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
Alphabet Inc. operates as a global leader in internet content and information services, primarily through its dominant search engine, advertising platforms, and cloud services. The company exhibits high business quality with a durable competitive moat supported by strong network effects, brand recognition, and intangible assets. Alphabet's financials reflect robust profitability with a net margin…
NIKE, Inc. is a leading global athletic footwear and apparel company with a durable competitive moat supported by its strong brand, scale, and global distribution infrastructure. The company is currently led by CEO Elliott Hill, a seasoned Nike veteran who returned in October 2024 to navigate intensifying competition and channel complexity. Despite its market leadership and solid profitability me…
Accumulation Zones
| Metric |
GOOG |
NKE |
| Zone Low |
$220.58 |
$44.64 |
| Zone High |
$249.99 |
$50.59 |
| In Buy Zone? |
No
|
Yes
|