What Happened To Nike? Inside The Politics, Backlash And $41 Stock
Nike was once one of the clearest brands on the planet. Michael Jordan. Tiger Woods. Cristiano Ronaldo. Serena Williams. Air Max. Just Do It.
The company sold sporting greatness, rebellion and aspiration with almost unmatched effectiveness.
Then something changed. Over the past decade, Nike increasingly attached that rebellious identity to racial politics, social justice, diversity programmes and LGBT inclusion.
Supporters saw a global company standing for its values. Critics saw one of the world's greatest sports brands becoming another corporation consumed by progressive politics.
Now the argument carries a new dimension.
Nike shares are trading at roughly $41, close to their 52-week lows and dramatically below the company's pandemic-era peak.
The adjusted closing record was $163.63 on 5 November 2021, meaning the stock has lost roughly three-quarters of its value from that level.
That does not prove that Nike's political positioning caused its financial decline. It did not. Nike's current problems include weakening demand in Greater China, struggling digital sales, product problems, competition and a difficult attempt to rebuild its wholesale relationships.
But the combination has created an uncomfortable question for one of corporate America's most recognisable brands: while Nike was trying to influence the culture, did it lose focus on selling the products that created its cultural power in the first place?