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The sneaker market is evolving, and Nike is running to keep up

Oct 4, 2023
While the industry used to be all about the look — think Air Jordans — now it’s about the technology.
World-record breaker Tigist Assefa, right, poses with the Adidas Adizero Adios Pro Evo 1, a shoe that weighs less than a third of a pound, costs $500 and is designed to be worn once.
Luciano Lima/Getty Images

Apparel sales might catch a chill as winter nears

Sep 28, 2023
Nike reported disappointing earnings, weakening the outlook for clothing sales — which have a lot to do with the year-end shopping season.
Since clothing isn't as essential for most households as food and gasoline, sales may soften.
Robert Nickelsberg/Getty Images

Gymnast Simone Biles leaves Nike for Athleta

Apr 23, 2021
The Olympic gold medalist's move to the smaller activewear company focused on women may be a sign of new standards for sponsorships.
Athleta provides a platform that aligns with Simone Biles' priorities, like advocating for women in sports.
Laurence Griffiths/Getty Images

As Nike tightens control, its swoosh may disappear from some retailers' shelves

Aug 27, 2020
The athletic wear manufacturer is reportedly cutting off some brick-and-mortar and online retailers.
A woman wearing Nike attire walks past a Nike store in New York on Aug. 25. The company is tightening control of its brand.
Cindy Ord/Getty Images

Nike's brand burnished by its affiliation with Colin Kaepernick

Jun 25, 2020
According to a recent Harris poll, Nike’s reputation with the general public has strengthened over the past two years.
There’s been renewed interest in Nike’s commercials featuring brand ambassador quarterback Colin Kaepernick. Those first ran in September of 2018.
Justin Sullivan/Getty Images

Marketers are embracing Black Lives Matter

Jun 2, 2020
Brands have long embraced the symbols of counterculture. Now, they're embracing an underlying cause.
The Nike campaign that embraced athlete-activist Colin Kaepernick in 2018. Many brands are now using Black Lives Matter content in their messaging.
Justin Sullivan/Getty Images

Nike hopes parents will sign up for kids' sneaker club

Aug 12, 2019
Parents would pay a monthly fee starting at $20 for four pairs of shoes, but how many do kids really need?
People walk by a Nike store in Manhattan in 2018 in New York, New York.
Spencer Platt/Getty Images

For public good, not for profit.

Stranger Things returns with product tie-ins galore

Jul 4, 2019
Cryptic product tie-ins for the show have been everywhere in recent months.
Fans pose at the many photo-op stations at the Netflix's "Stranger Things" Season 3 Fun Fair at Santa Monica Pier on June 29, 2019 in Santa Monica, California.
Amy Sussman/Getty Images

Nike pulls a shoe, so Arizona pulls Nike subsidies

Jul 2, 2019
Government incentives and politics don't always mix.
Nike canceled the sale of a sneaker with a Betsy Ross flag on its heel. That flag’s been co-opted by far-right groups.  Above, a Nike store in 2017 in New York City.
Drew Angerer/Getty Images

Nike's new ad celebrates the Women's World Cup. Don't tell Adidas.

Jun 3, 2019
The German company is the tournament's official sponsor. The U.S. company isn't.
FRANCK FIFE/AFP/Getty Images