nike

spending 18 years in the s&p 100 and then basically being told, “you’re not top 100 anymore,” is a pretty brutal slap in the face for nike.

the company was worth around $264 billion in 2021. now it is closer to $57 billion.

the interesting part is not that nike is disappearing. it is that one of the most recognizable sports brands in the world has lost some of its old dominance while hoka, on, adidas, and chinese brands have gained ground.

and nike is still nike. the swoosh is still one of the most recognizable logos on earth.

the problem is not brand awareness.

people just do not seem to have the same “if it is nike, i want it” mentality anymore.

so nike’s real challenge is not being recognized.

it is becoming the brand people actively choose again.