Slogan T-shirts, themed sneakers and marketing emails that mention the heritage celebration are rarer this year, as consumers grow tired of cash-in collections and corporate diversity efforts face a backlash. Some brands say they’re steering resources away from flashy gestures and towards more meaningful work.
Oversupply of once-hyped sneakers like Jordans has caused resale prices to plummet, pushing smaller platforms out of the market and sending the bigger players scrambling to adapt.
Just over a month after announcing his split with Nike after 27 years last month, Tiger Woods is back in the golf wear game.
Nike is experiencing its worst slump in a decade, even as its competitors thrive. Insiders, athletes and fans pin the blame on changes made over the last few years that led to stalling innovation, disruptive restructurings and uninspired marketing.
The trend marks a break from the past, when Nike retailers enjoyed the ability to sell through their Nike inventory at full price.