GOOGL 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 2026-09-25.
Alphabet Inc. · Communication Services
$342.36
+16.6% 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
GOOGL has more upside to fair value
(+16.6%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
GOOGL |
NKE |
| Current Price |
$342.36 |
$35.78 |
| Fair Value Estimate |
$399.26 |
$39.33 |
| Upside to Fair Value |
+16.6%
|
+9.9%
|
| Market Cap |
$4,143.3B |
$53.0B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
12.9x
|
12.0x
|
| Price / Sales |
9.3x
|
1.1x
|
| Price / FCF |
78.1x
|
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 |
0.25% |
4.58% |
| FCF Yield |
1.28%
|
4.12%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
Alphabet is the parent of Google Services (Search, YouTube, Android, Chrome, hardware, and the Play store), Google Cloud, and Other Bets, and it remains one of the highest-quality large-cap franchises in the market, with a TTM gross margin of 60.9%, TTM operating margin of 33.1%, TTM net margin of 54.8%, and a 50.8% return on equity. Revenue growth in the most recent quarter was 24.2% year over y…
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 |
GOOGL |
NKE |
| Zone Low |
$299.44 |
$29.50 |
| Zone High |
$339.37 |
$33.43 |
| In Buy Zone? |
No
|
No
|