Nike’s empire is showing cracks. Once a powerhouse, the brand now grapples with declining sales and fierce competition. What’s driving the downturn, and can Nike reclaim its throne?

I originally started this article because Cooper Flagg, the #1 prospect in the nation signed to Duke announced his signing with New Balance. It got me and the group chat thinking. What’s going on at Nike lately? In June the company reported just 1% sales growth last year and flat performance last quarter, with a projected 10% drop in sales next quarter. Consumer behavior is shifting. Adidas have become cool again. Anthony Edwards personality mixed with new designs have been a hit. It doesn’t help Nike that the Adidas stars’ game is being compared to Jordan. New Balance is becoming the new “everyday sneaker” that in some markets is replacing the Air Force. Go to the DMV (D.C., Maryland, Virginia) and you definitely will see more 991’s than Air Forces. New competitors like Hoka are gaining ground and are being deemed the most comfortable running shoe. Additionally, Nike’s decision to cut ties with many traditional retailers has backfired, leading to a 12% plunge in its stock. This was a major misstep and way too early in my opinion. Most people don’t want to try and cop sneakers off of an app. Direct to consumer is good but should be an option and not the primary way to get the sneakers they want. As a kid, going to Footlocker and being able to pick out the newest pair of Nikes or Jordans was an experience that I can only compare to opening a gift on Christmas. I say all that to say Nike is going to have to try harder. They aren’t the only “cool” option anymore.

Let’s address the elephant in the room. Nike has been giving us Dunks, Retros and Air Forces for the last 2 decades without creating many new designs that stick. The most important thing Nike forgot is that they were the brand you could style with any fit not matter if it was a running, basketball or lifestyle shoe. It seems like every shoe Pre -2010’s was made to be rocked outside with your best fit. You could throw on some Barkley’s, Garnett’s, Griffey’s or Jordan’s wear them out OR you could go play sports in them. They have pivoted away from that model. The sneakers they make now are mostly only good for one thing and it a fit. Also they are often late to trends.The most recent collaboration they announce with Supreme might be a decade too late. They signed Nigo but even that might be late. He’s already created Bape, created Human Race for Adidas and I’m not sure what he has left. The most active they have been is suing every sneaker creator in the community. I understand suing Kiy who is a young creator who makes sneakers that look like Air Jordan 1’s. I don’t understand suing “The Shoe Surgeon” who literally just customized the sneakers that Nike drops for customers that want them customized whether it be color way or made to match an occasion or event. With Nike lacking innovation I think they missed a chance to sign creators. Yes, you can sign Nigo but why not sign the next Nigo and have them learn from him? Why not sign the Shoe Surgeon and have your creative team learn from them? The most creative thing Nike has done is sign Travis Scott and re-create sneakers by reversing the check. They gotta dig deeper in their bag than that.

I love Nike. I’m not here to give all these negatives without a solution. I think the next 5 years they should stop all releases of Retros. No new colorways. No old colorways.The next 5 years should consist of building up new product. Retros gain more value when there aren’t so many out there. For instance, Nike dropped a sneaker famous BMX athlete Nigel Sylvester. Great looking sneaker to me and is obviously inspired by the Jordan 4 with its sole but can stand alone as its own sneaker. They named the “AJ4 Low RM“. They missed an opportunity to drop a new style sneaker with an original name. Next on the docket is Wemby. You have what seems to be the superstar of the future and he already has the coolest logo. They said it themselves, big men haven’t sold the best when it comes to their shoes. To win with Wemby they must go above and beyond to make sneakers that everyone can play in but can also wear everyday. Also with him having an alien as a logo I want every alien reference there is. I want a “Marvin the Martian” colorway with a spaceship shoebox. I want a black patent leather colorway called the “Xenomorph” colorway and you might’ve already missed an opportunity with that movie just dropping click here for our review (shameless plug lol). With that being said lets make sure the rollout for Wemby is flawless. Lastly, Nike signed arguably the most famous female athlete in the world Caitlin Clarke. Nike needs to capitalize on her stardom. Make her the face of women sports. They have Sabrina Ionescu on the New York Liberty who has a signature shoe that goes with the mamba brand.With Caitlin, they should make a shoe that transcends basketball. Make it the women’s athletic shoe. Whether the sport is basketball, tennis, golf or even volleyball I would want girls and women wearing Caitlin Clarke’s. It would also help if they threw her in more high profile marketing. Nike has a chance to get back to form. The comeback all starts with getting back to the basics, being creative and staying hungry. If not, New Balance and Adidas are waiting to dethrone the King no pun intended. At the end of the day I’m just a nobody with an opinion. Thanks for listening.