Nike, Inc.: Late Arrival to the “Athleisure-wear” Trend

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Abstract

By 2019, Nike was one of the world’s most recognizable brand names in the world, and a market leader in the sporting goods industry. The firm built its sporting empire based on successful marketing campaigns and endorsements from top athletes such as Tiger Woods, Mia Hamm and Michael Jordan, to spread their iconic “Just Do It” slogan. Although the firm had a long-lasting reputation as a sustainable company and had mended its image since the sweatshops scandals in the 1990s, it became the center of controversy with the #MeToo scandal and Colin Kaepernick campaigns. Nike was late to enter the Athleisure wear market, and now faces stiff competition from brands such as Lululemon, Athleta and Fabletics that were quick to capitalize on this new market. In an industry that now had non-athletic companies like Target, Amazon, or Tory Burch as competition, Nike must overcome its managerial shortcomings in diversity to prevent further losses in the Athleisure market share.

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