Nike's stock price has experienced a notable increase following an upgrade from J.P. Morgan. The investment bank shifted its rating on Nike to 'overweight' from 'neutral,' sparking renewed investor confidence. This upgrade comes ahead of the highly anticipated soccer World Cup, a major event where Nike is expected to showcase its products and brand. The analyst's recommendation to 'just buy it' has resonated with investors, contributing to the stock's upward trajectory and solidifying Nike's position as a leading player in the athletic apparel market.