Has Nike sponsorship lost the plot?
Of all the questions we’ve ever posed, this feels the most scary. For years, Nike has set the gold standard for creativity, insight and style. It’s on everyone’s list of iconic brands. It’s the ambushers’ darling, the sina qua non of brand statement. It’s the market leader bar none in sports clothing and accessories, its profitability dwarfs adidas and Puma. And yet the signs are clearly there.
Let’s take two.