Deep Dive: How Nike Lost Its Cool

Nike, once a cultural powerhouse defined by iconic athletes like Michael Jordan and collaborations with fashion legends, is facing a tough year marked by plummeting sales and a sharp drop in stock value. The company's struggles are partly due to missteps under former CEO John Donahoe, whose focus on direct-to-consumer strategies alienated wholesalers and led to an over-reliance on trends like Dunks. Now, with veteran Nike insider Elliott Hill at the helm, the company is looking to rebuild relationships with retailers, revitalize its product line, and re-engage with its core fanbase. While Nike’s future is uncertain, investors received a glimpse into what to expect when the company delivered its first earnings report under Hill this week.

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