Oregon Public Broadcasting

Strong fourth-quarter profits from Nike weren't quite enough to win over analysts keeping an eye on the Beaverton company's profitability.

Nike's made inroads in important overseas markets, but its 12 percent earnings increase was not what some investors had hoped for. The company's share price took a dip late Wednesday.

Sara Hasan follows the apparel industry for the Seattle brokerage office of McAdams, Wright & Ragen. Sara Hasan:  "They actually spent more on marketing than people were anticipating and that really squeezed their profit margin. That was one of the main concerns, and  that's why people are a bit disappointed today."

Nike's betting the marketing pays off, with the European soccer championships still underway, and the Beijing Olympics beginning soon.

Nike CEO Mark Parker says the company still sees growth opportunities in the U.S. market.