NIke?
For the past several years, as the brand leaned more into fashion, Nike had lost some of its grip on the sports world to upstarts like Under Armour and old foes like Adidas. Since swapping in a new CEO 15 months ago, sports are once again the focus for the retail titan. While Jordans remain a massive business — responsible for about $7 billion out of around $50 billion in revenue as of 2023 — soccer teams, Olympic athletes and the rising star of Caitlin Clark (whose signature shoe is set to debut sometime this year) are increasingly crucial areas that the athletic shoe brand needs to dominate.
Kim Bhasin, The New York Times
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