Every few months, the marketing industry declares the rise or fall of another giant. This year it seems to be Nike. A disappointing earnings report. A controversial campaign. A CEO change. A social media backlash. Suddenly, think pieces emerge questioning whether a brand has “lost its way.” Don’t even get me started on the Lululemon appointment and what that really starts to reveal about the state of media.
Despite remaining one of the most recognisable companies on the planet, Nike has faced its share of scrutiny with financial headwinds, shifting consumer expectations and increased competition have all prompted the same conversation: Has the brand lost its edge?
Well, no. And this month, to push that narrative a little deeper, Whoop announced the appointment of former Nike Chief Marketing Officer Dirk-Jan van Hameren to lead its next chapter of growth.
If Nike is supposedly in decline, why do the world’s most ambitious businesses continue recruiting the people who built the brand? It has everything to do with foundations.
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.